SHAPE OF LOGO
Shape largely determines the initial attitude of the consumers. Modern logos often have several geometric shapes to be unique.
COLOUR OF LOGO
Usually there are no more than two colours in a good logo. White and black colours combine with other colours than others; therefore, it’s possible to use such combinations as 2 colours + white or 2 colours + black. In most cases the choice of specific colours is not random and is determined by the direction of company’s activities.
Usage of too many colours should be avoided, unless it is strongly dictated by the specifics of business. There are many reasons for that. First, the more colours are used, the more difficult it is to achieve balance and harmony. Second, any logo that is too colourful may be difficult to remember and can also be quite annoying. Third, expenses for advertising and souvenir products (as well as labels, packaging, etc.) can rise in several times, mainly because of a multi-coloured logo. It is best to choose unique colours as it gives a few advantages – logo becomes unique, memorable and you have a guarantee of receiving some qualitative souvenir products using your brand colours.
