When you see a logo of a famous brand, you can often recognise it in an instant. That is the reason behind a logo. It makes the brand memorable and recognisable. Brands in a particular industry may use a specific type of image in their logo. But some brands may be different and use a different logo that has no relation to the industry they fall under. One familiar imagery we see in brand logos is animals.
Some brands use plain symbols, letters, words, or numbers. However, most brands that use the imagery in their logo will have an animal in their logo. Animal imagery is used for various reasons. But for a brand, it becomes its symbol, and we begin to associate that brand with the animal it uses. In other words, there is a psychological reason for using animal imagery in logos.
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What is Animal Imagery?
For brands, animal imagery uses an animal as a basis for creating a logo for their brand. It can be the full image of the animal, or just the head, or a part of it. Brands can even create symbols that animals just inspire. At a glance, the logo may not seem like an animal, but as humans, we try our best to make sense of images. For example, if something looks like a mane, we may think it is a line. Another is if we see a long twisting line, we may think of a snake. Humans are built, so simple symbols can give us an idea of what animal they are trying to portray.
Why Do Designers Use Animal Imagery in Logos?
As mentioned, humans are trained and built to try to make sense of anything they see. We also immediately think of attributes once we recognise them. The entire reason for using animal images in brand logos is to take advantage of the human psyche and influence it to think of brands and associate them with specific attributes.
Anthropomorphism
Anthropomorphism is a human instinct we all inherently have to attribute human qualities to an inanimate object or even animals. This instinct makes us pay more attention when seeing an animal associated with human objects. For example, an animal wearing clothes or other accessories, or an animal walking and carrying things the way a human would.
Humans will concentrate more on things that attract their attention from the start. A logo with an animal stands out. Advertising with animal imagery with human attributes will capture more people’s attention. And using the right animal, you can quickly reach your target audience. Each animal can be attributed to certain qualities. They will choose an animal depending on the brand and what qualities it wants to be associated with.
Animal Characteristics as Attributed by Humans
Humans can easily attribute qualities and characteristics to animals and even inanimate objects. Our psychology has been influenced to attribute characteristics to an object whether we recognise it by name or not.
This also applies to the use of animal imagery in brand logos. A brand often wants to be associated with certain qualities they display or uphold. For example, they may want to be known for their beautiful products, resilient quality products, etc. This aim of theirs, along with being easily recognizable, often pushes them to use animals in their logos.
For example, a sports brand may use a cheetah, which is fast, in their logo to symbolise the sportswear they produce. Or a security company may use a dog, which we humans associate with loyalty and safety, in their logo to symbolise their reliability as a security company. These are some examples of how animal imagery, when used correctly, can influence an audience to remember a brand for its products and the associated qualities.
Most of the reasons for using animals are psychological. They serve as an influence on the human mind. People see the logos and immediately know what kind of brand it is and what qualities it promises to its audience and customer.
Humans are Emotionally Attached to Animals
A human is a social “animal.” Whether we like it or not, we are always interested in the other species of the animal kingdom. So even if we consider ourselves the most advanced species, we still become interested in the lives of other animals. And if we domesticate them, we become emotionally attached to them.
This emotional attachment we create with animals close to us, or animals that seem particularly small or cute or maybe even helpless, is why we notice the animals in a brand logo. Anything that involves an animal is immediately attractive and exciting. This psychological instinct and our habit of attributing human characteristics to animals make animals the perfect choice when designing a brand logo.
International Symbolism Behind Animals
Brands that target the audience in a specific country may use animals that have a significant meaning in that country. Other animals have a symbolism that is accepted and used worldwide. For example, lions are associated with strength or bravery; elephants are associated with reliability and extended memory; foxes are associated with cunning. Using such animals in logos tells people about the brand and its products.
When attention is paid to these meanings behind each animal, brands can create logos with animal imagery to attract a large audience or consumer base. It is a psychological process that is not obvious in any way. It works subtly but effectively.
The Designing Process
Successful brands will have experts designing their logos, but some factors apply to the methods of all designers. For example, animal imagery will not mean using a picture of the animal. It can be an animated or drawn image of the animal, an abstract image, etc. When designers use suitable images with a colour palette that works and a design that enhances the image further, brands can create very impressive logos.
Designers will choose an animal, keeping in mind the kind of qualities that we attribute to that animal. This is the mindset that brands often have when they choose their brand logo. Although it does not seem like a significant deciding factor, it is the core reason a brand will choose an animal design for its logo.
Conclusion
It becomes evident that animal imagery is a psychological factor that comes into play for brands and their logos. Brands have a mindset of expanding their company and making it recognisable to people by giving them qualities they can associate with the brand. This mindset, however, needs to be conveyed well to designers who work on brand designs. Only then will they be able to create a logo that stands out in a sea of logos from all over the world.
Maria Jones
View More PostsMaria Jones is a freelance writer and content editor. She has a fascination for tech stories. She loves writing about gadgets and the latest technologies when she is not working. She believes in providing value and authenticity to users by making them comfortable with the whole idea of technology.
