Aesthetics is a part of philosophy which refers to art, taste, and beauty. Though this experience is subjective – meaning it can vary from a person to person. Aesthetics evaluates nature of different available arts and sets a criteria or standard of beauty. Aesthetics touch a range of areas which commonly includes natural beauty, architecture, design, film, theatre, music, literature, visual arts, and much more.
Aesthetic vary from culture to culture as well. This makes raises questions like what makes something eye-pleasing and beautiful and how a person interprets and perceives any artistic impressions. Aesthetic also includes object aspects that can be analyzed and studied.
Different scholars, theorists, and philosophers have set frameworks and theories to help us understand postmodernism, realism, expressionism, and formalism. This allows people to get the concept of appreciating and even creating aesthetically. Aesthetics ignite the sensory experiences in humans and allows them to explore and discover more about artistic creation and nature of beauty.
Why Brands Use Aesthetics in Their Logos?
Recently social media has become all about aesthetics. Every second post you’ll see will be visually appealing and it makes people click. Below are more reasons why brands have actively started using aesthetic logos.
Aesthetic colors are very eye-catching and striking which makes them memorable. It makes the logo stand out and give a positive impact. This makes the customer keep coming back to your brand.
Brand Personality and Identity
Colors cause a psychological impact on a person’s mind and it makes an emotional connection with anything. By adding aesthetic colors in a logo, brands ignite a flood of emotions in a person allowing them develop loyalty.
Symbolic and Cultural Meaning
Different cultures and symbols hold aesthetical significance which is connected to different contexts and societies. Brands have started adding aesthetic logos in order to capture people’s interests.
Brand Recognition and Differentiation
Adding aesthetics allow brands to level up their game from competitors. It allows them to stand out of the crowd and position themselves in the track of success. It allows customers to identify your brand from the rest.
Visual Consistency Across Platforms
Marketing aesthetic-looking brands is easy. Since there are multiple social media platforms, aesthetically-powered logos attract people themselves – in this way marketers can focus on more important things.
Timeless Appeal and Longevity
Aesthetic brand icons become timeless and every time you see them, it gives the same eye-pleasing experience. Meaning to say such logos never become boring; adding longevity in their timeless appeal.
The word aesthetic is derived from a Greek term “aithesis” which means “sensation” or “perception”. It was then used to study the sensory perception and how people interpret the world their senses. Now it means study of art, beauty, and principals that underlay people’s subjective judgments and experiences that are full of aesthetic.
Finding your brand aesthetic depends on factors like self-exploration and considering brand’s market position, target audience, and values. Below are basic steps of finding your brand aesthetic:
- Define your brand identity
- Understand your target audience
- Conduct market research
- Create a mood board
- Explore color psychology
- Experiment and repeat
- Consistency across touch points
- Test and evaluate
Follow the following steps to make a logo aesthetic:
- Define your brand
- Gather inspiration and research
- Focus on simplicity and essential elements
- Choose the right and unique typography
- Explore new color patterns
- Experiment with composition and shapes
- Repeat and refine ideas
- Test and adapt
- Seek professional help if required