Shape, Colour, Content: The Key to Memorable Logos
When people see your logo, they don’t read your name first. They notice the shape, then the colour, and only then the words. This sequence of cognition is hardwired into the human brain — and it’s key to designing a brand that sticks.
Since the dawn of early human language, symbols have been a powerful way to communicate. It’s hardwired into our psychology to interpret symbols, make connections, and say so much with so little.
When it comes to branding, the same rules apply. According to Alina Wheeler in Designing Brand Identity, the brain processes brand visuals in a predictable order: shape → colour → content.
This sequence explains why some logos are unforgettable — and others fade away.
Shape
Shape is the first thing we register. It cuts through noise and makes a faster imprint on memory than words or colour.
To create distinction, ask:
How does my logo’s shape differ from those around it?
What unique visual qualities set it apart?
Distinctive shapes are easier to recall. Symmetry creates balance and harmony, while angularity or curvature can suggest very different traits.
In fact, research published in the Journal of Consumer Research found that the mere circularity or angularity of a logo can change how people perceive a company or product. Shape is not just aesthetics — it’s psychology in action.
Colour
Once the brain has registered shape, colour comes next. Colour sparks emotion, sets tone, and evokes associations.
To use it effectively, consider:
How can my palette contrast competitors’?
What emotions should customers feel when they interact with my brand?
A carefully chosen colour palette builds recognition while signaling differentiation. When used consistently, it becomes shorthand for your brand’s personality.
Content
Finally comes content — the wordmark. Unlike shapes or colours, words must be decoded before meaning is understood, which takes longer to settle into memory.
If you use a wordmark as your primary logo, pay special attention to:
The overall shape of the wordmark
Typography choices that reinforce your brand voice
Colour combinations that create distinction
A well-crafted wordmark unites these elements, ensuring that even text-based logos achieve memorability.
Why It Matters
By tuning into the sequence of cognition — shape > colour > content — you can design a brand identity that’s not only beautiful, but also psychologically effective.
Logos that balance these three elements don’t just look good; they stick. They stand out in crowded markets, evoke emotion, and create lasting associations in the minds of customers.
If you want your brand to be recognized and remembered, don’t just design for aesthetics — design for cognition.
Ready to make your brand unforgettable?
I help small businesses craft distinctive identities rooted in clarity and craft. Let’s talk about your goals and create a brand that truly stands out.
Onwards & Upwards,