A process of designing a logo, as well as a logotype involves much knowledge on psychology of symbols and understanding of human behaviour. Designing of a successful logo or logotype occurs to be impossible without knowing how people recognize and react to colours, shapes, lines, fonts and other symbolic forms. Emotions are tied to their experiences, as well as to the way they were learnt to perceive the world around them. Realizing that and knowing that there are various symbols, shapes and colours with a broad range of meaning according to different nations and cultures will help us to design an effective logo that associates well regardless the culture it is interpreted by.
The designing process itself is not a simple or quick task. Any good logo was designed in a matter of minutes. The process involves much time and energy, as well as a good and clear idea that bind the concept and values of the brand as well as understanding of the regular and prospective customers or target group as marketers together. The process starts with formulating concept, which is to define the logo’s looks and role in building a recognizable brand. Then, it is time to start with initial sketches. They help to finalize the logo concept and decide which colours to choose. The format is also very important since it influences the way people perceive the brand through the logo. Even the motion of a line is not without meaning. Our brains recognize it and crate associations. Horizontal lines are said to communicate some security, whereas vertical lines emphasize dignity. Diagonal lines are fulfilled with energy and they suggest either rising or falling as well as movement in one direction or another.
As long as a logo or logotype design is concerned each spot has its very own meaning and value, which underestimated may cause the logo or logotype to be a great and expensive failure.