26 What is reach, in this context? See unit 1.2 for more information about the psychology of colour. ONLINE RESOURCES Great logos Rectangles Circles Stability Balance Conformity Unity Friendship Eternity Triangles Curves Masculinity Strength Energy Conceptual Recognisable Universal Organic shapes Abstract shapes Femininity Movement Positivity Comfort Spontaneity Interest cohesive: coerente consistency: uniformit corporate: aziendale depth: profondit to enhance: incrementare to forge: plasmare, creare typeface: carattere 66 LOGOS One of the key components of branding strategy, a logo is the graphic representation of a brand which can provide consumers with instant and powerful recognition. Since a logo is part of the corporate identity, its typography, shape, and colour have to be taken into great consideration: visual identity is essential for a company and that is why logos are carefully designed to communicate a message about the business. The importance of typography Typography plays a crucial role in the definition of a logo: its consistency builds trust in the brand and helps create a cohesive brand identity; the different typefaces that can be used evoke different emotions and feelings which can reinforce those the shape and colour aim to raise; its legibility helps engage customers, creating a positive association with the brand; its differentiation sets the brand apart from competition; its versatility enhances reach , allowing a brand to be displayed effectively across different platforms and devices. The importance of shape Research on visual communication has proved that specific shapes spark certain associations in the human brain. This means that choosing a specific shape for a logo won t just change its look but will also change the way its audience will understand, perceive, and react to it. MARKETING ANd AdvERTIsING Here is a brief list of the attributes associated with basic shapes: Circular shapes: unity, community, friendship, stability, feminine; Triangular shapes: masculine, power, law, science; Square shapes: strength, efficiency, professionalism, practicality; Vertical lines: aggression, masculinity, strength, progress; Horizontal lines: calm, tranquillity, community, speed. The importance of colour The right colour gives a logo depth, forging a visual connection to the company s values. Colours help to communicate personality as well as the feeling/s a company wants to project to its customers. For example, red is a popular choice because it is a universal symbol of passion and excitement. Blue tends to be associated to a more conservative, but also reliable, approach. Energy is conveyed thanks to yellow, a symbol of vitality, and orange adds a touch of happiness. White recalls purity and transparency while black calls for luxury and exclusivity. Brown sends down-to-earth vibes, while green immediately recalls sustainability.