PSYCHOLOGY

37 Marks and Meaning

According to Psychology Today, each of us is subjected to anywhere between 3,000 and 10,000 brand exposures every day. We don’t yet understand the complete psychological effect of so many commercial messages, but this much is clear: Logos play a big part in this increasingly rich and complex landscape.

Graphic identities and the entities they represent need to reflect the values, demographics, and psychology of their intended audience. Many essential elements of a graphic identity—shape, color, pattern, etc.—mean different things to different audiences. Understanding people’s needs and desires through research and rapid prototyping is one way of evaluating graphic treatments for an identity. Can you test the appeal and connotation of a red logo in South Korea vs. Western Europe? Another method involves consideration of trends and the competitive landscape. What ideas are being adopted from another culture? Is Hello Kitty on the rise for your target audience?

Understanding users and the context of use informs the development of graphic identities that delivers the desired effect.

1. BEAST Streetwear
BEAST Strategic Branding & Graphic Design
Jeremy Thompson

2. Zilar
Natoof
Mariam bin Natoof

3. Mäser Austria
Simon & Goetz Design GmbH & Co. KG
Gerrit Hinkelbein

4. Over the Moon
The Creative Method
Tony Ibbotson, Andi Yanto

5. Ruby et Violette
The O Group
Jason B. Cohen, Marites Algones

Who wants to wear this shirt? How about those mittens? Whether you do or don’t, what does that say about you? To what type of person do these marks appeal?