Logo design sounds easy but it is actually an extremely sophisticated topic which requires deep knowledge about social and psychological processes, especially knowledge about unconscious processes and archetypal symbolism. Moreover, anthropology and cross-cultural psychology are of great pertinence in this context. A logo conveys a lot of information in milliseconds and it determines (to a large extend) how a brand/product is perceived by the percipient. Logo design could also be termed “percept design”. We apply our expertise in psychophysics and basic psychology to create unique and powerful logos. In addition, we utilise psycholinguistic theories from embodied/grounded cognition (viz., conceptual metaphor theory, conceptual symbol systems, inter alia) in order to create deep impression (associative imprints) and memorable emotions in the human mind.
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