To connect your brand with your customers, it’s essential to create a “humanizing design”. Easier said than done, right? As the world is globalizing, the need to affect humans mentally and emotionally is becoming widespread. So, whether it’s easy or not, you have to create the connection. If a logo derives positive connotations — well and good. However, if it spurs negative reactions, such as the Airbnb logo, then no need to worry. Your aim should be to relate your brand with human psychology, and once that’s achieved, you are good to go. Remember that each human on this planet perceives your brand differently unless the message is straightforward. While some people will hate or dislike you, many will also like or love you. This said, it’s always better to make sure “one meaning” is delivered.