The Myths and the Actual Science Behind Logo Designing

By | 11 April, 2018

Myths and the Actual Science Behind Logo Designing

Everyone knows that Logo Designing has artistry behind it. But, does anyone knows that logos can benefit from science? Well, when there are significant reasons behind the logo guidelines, there are also outdated design myths along the way. For example, the design myths include simple logo is effective than a complex one; the logo works best in white and black, the logo design should be constant, etc. These standards were used when there were limitations in printing but not anymore.

Now, we can understand the science of logo design, and make better decisions. We need to design scientifically to make the logo design useful. There are four principles to adhere while making a logo design such as attention, meaning, response, and memory. The ARMM model is an acronym to help you remember four cognitive events in proper order. Evidently, A stands for Attention, R stands for the Response, M stands for Meaning, and again, M stands for Memory.

Art of Logo Designing


An effective logo quickly grabs attention. It requires something extraordinary to crack the noisy world and gain people’s attention. In addition, it is always important to design a noticeable logo to publicize your brand in the end.


An effective logo obtains an emotional response from the viewers. Elaborately, people should like it at a gut feeling without making judgments regarding the same.


The logo design should express the meaning behind it. As logo represents brand values, it is important that the meaning expressed through the logo design should align with those values.


You know that the logo design is effective, if it is easily recognized and recalled. In the counterpart where people are unable to recognize or remember the logo, then the brand will be short-lived, indeed.

Take a note of every principle and start designing based on evidence, and not on industry buzz. To focus on the rest of the details, you can play with the logo designs. Make it lovely, simple, timeless, and scalable keeping in mind the ARMM model. However, if it does not get high marks across the ARMM categories, it will not be effective. Correspondingly, you can forget the prior learning about what makes logo design successful.

All you need to know is ARMM.

We hope you had a great learning time reading about “Logo design and the science behind it.” Stay tuned, as there are more and more good things coming in the queue!