There are many criteria that you can use in order to categorize things and one of them is active – passive. It is almost always considered that being active is better than being passive so it stands to reason that that is the kind of attitude that you will want your logo to give off.
We tend to have a psychological need to categorize things. It is in our nature and we do it whether we realize it or not. When people are looking at your logo, they are subconsciously deciding whether it is passive or active. A passive logo invokes a static state. It shows an image at rest, still and many people consider this to be boring. A passive logo suggests to many people that the company is content with letting the customers do the hard work and this is not a good sign.
On the other hand, an active logo is the one that suggests a lot of movement, a lot of action. It encourages you to go out and do something, try new things, live new experiences etc. This is the vibe that you want to give your customers – which you represent the kind of company that can get things done.
How to Create an Active Logo
If you want your logo to be active, there are not a lot of things that you need to do. The suggestions of motion do not have to be too grand or too obvious in order to achieve the desired effect. Even if you are interested in being active, you must remember that subtleness is a key quality of a good logo.
It is generally regarded that there are two ways for you to create an active logo. The first would be to use forward and upward lines and fonts that suggest action, as well as flicks or spirals. The other would be to rely on graphics or other images that display something active. Either one can get the job done.