It takes a lot of time to create a successful brand. The symbolism that is being communicated by the brand, represents a unique combination of perception, emotion, and attitude of a consumer. Managing these concepts is getting more and more complicated as markets evolve worldwide. In other words, brand managers seek to differentiate the brand from their competitors and use this position as a competitive advantage. Traditionally, these strategies were always shaped around the functional and utilitarian benefits of the product itself. Nowadays, competition is getting a lot stronger, and it’s merely impossible to achieve differentiation purely based on functional attributes. Inspired by these ideas, the spotlight is placed on “Brand personality” concept - a set of human traits that can be associated with the brand. According to this theory, brand personality manifests itself using 5 dimensions: sincerity, excitement, competence, sophistication, and ruggedness. As the world is turning their eyes towards brand personality concept, visual components of the brand are getting more important. Resulting in logotypes and becoming one of the most valuable components of a company - absolutely crucial in the brand creation and growth process. In this survey, the logotype is derived to its most two basic forms: typeface and color. Using visual cues for sans-serif and serif categories and three “primary” colours (black, red, blue) it tries to measure the impact and relationship between visual elements of a logotype and its corresponding brand personality dimensions.