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Coat Of Arms & Heraldry Logo Design Explained
Logos are an essential representation of a business and the message it stands behind. Even though logos today are used more for marketing, one of the oldest forms of visual representation is a coat of arms logo design. The coat of arms or family crest represented a family’s history and status. Now people use crests to give their business a regal feel or to show the history of the company. Monogram logos are also rooted in history, first used in ancient Greece over 3000 years ago. More commonly associated now with knights in shining armor and heraldry.
Not only can a crest or monogram be used as a logo for business, but many people decide to create a crest for their family. No matter what the purpose, understanding the psychology of logos will help you choose the perfect colors and branding for your design, so people feel connected to it.
Psychology of Color
Everyone has a color they like best. This is because there is psychology behind color. Colors, such as red, blue, yellow, and green, are directly correlated to the body, mind, emotions, and the balance between these elements.
Red is a bold and powerful color that can easily grab attention. This is why red is chosen for stop signs and traffic lights. Red raises the pulse, exciting you and motivating you to act. While it is stimulating, lively, and friendly, red can also come across as demanding and aggressive.
The coat of arms on the Bacardi bottle is a perfect example of the subtle use of red. The company is known for its black bat within a red circle logo, but on every bottle you can also find a red and gold Spanish crest. The symbol shows the history of the company, blending their past with their current design.
Blue is soothing because it mentally affects us, unlike the physical effect of red. Strong blues help with clear thought. Soft blues calm the mind and help with concentration. Research has proven that blue is the world’s favorite color, but it can also be perceived as cold and unfriendly.
Yellow stimulates the emotions, making it the strongest psychological color. Yellow gives people confidence and optimism. However, using too much or using it incorrectly with other colors will inflict fear and anxiety. Many coat of arms will use red and yellow to complement each other both aesthetically and emotionally. Although it has evolved through the years, the Cadillac logo was originally a coat of arms with red, yellow, and black sections. It is more simplified now, but still retains the same shapes and colors within the current crest.
Green is restful because the eye does not have to adjust to register it. Green is the color of balance. Primitively, green is reassuring because greenery in nature means there is water and therefore life. When used incorrectly, green can make a logo bland.
Psychology of Typography
The style of typography you use in your logo can greatly affect the impression it has on consumers. Choosing the right font will represent your brand’s message perfectly. Choosing the wrong font will convey your message incorrectly. There are five distinct font families – serif, sans serif, script, modern, and display – and each of the font families do something different to influence the audience viewing your logo.
Serif is home to the popular Times New Roman font. That font in particular transmits a sense of tradition. Other fonts in the Serif family convey a sense of respectability, reliability, and comfort. Bacardi uses a serif font for its logo to convey the same sense of history and tradition that is perfectly reinforced by the coat of arms.
In the Sans Serif family, the father font is Helvetica which conveys a sense of stability. Other characteristics in the Sans Serif font collection include objectivity, cleanliness, and modernity.
Script is a special font family that needs to be used carefully. Edwardian Script is one of the many script fonts that conveys elegance, affection, and creativity. Too many curls in a script font can be difficult to read and may cause people to not take your business seriously. However, script is a great font when creating these type of traditional logos.
The Modern font family is strong, progressive, stylish, and chic. Popular fonts in the Modern family include Century and Futura. Lastly, the Display font family is expressive, friendly, amusing, and unique.
Psychology of Branding
The typography, color, and design of your logo all contribute to the psychology of your brand. The psychology of a brand is extremely important. Every person may view between 3,000 and 10,000 brands per day. Certain brands will stick in a viewer’s mind while other brands will be forgotten. Why is this? The design of a logo is a precise science that needs to reach inside a viewer’s psych and leave a positive impression.
Not only does the color, font, shape, and design of a logo mean something, but also the demographic of people viewing it. Designers need to understand your demographic’s needs, desires, and backgrounds. They need to understand your target market.
For example, an orange logo will mean one thing to the people of the United States and a totally different thing to the people of the Netherlands. This is why international companies often have different logos for different countries. Although many companies who choose to use a coat of arms want to show their patriotism for the country their product originally came from.
Look at big name brands for an example of how to effectively use brand psychology. Each brand determined the message they wanted their logo to convey. They then worked with designers to ensure the logo subtly conveyed the right message to the target audience.
How The Logo Company Achieves All of This
First, The Logo Company gives you a questionnaire to fill out. This is carefully constructed so The Logo Company completely understands the message you want to push out, along with all of your company’s values and motivations. The designers will take even the smallest details to create the perfect design.
An project manager will look through your questionnaire and hand pick a team of at least five designers with experience of designing for your industry. Each designer sketches an initial design and begins to fill in details of the design. Color is added based on color psychology and your questionnaire. The design is then placed on the computer and refined for presentation. You get to look over the designs and choose your favorite, along with changes you would like to see. The designer will make the changes and present a final logo design.