Author: Liu Bokun
Gone are the days when adding shapes to a logo was purely for aesthetics. Research on visual communication has shown that specific shapes have associations in the human brain that amplify intended messages to target audiences. This means that using a triangle in a logo design will not only change how it looks, it will also change how it is understood and perceived by the audience. The following guidelines explore familiar shapes and how logos affect consumers.
Circular logos
The lack of edges makes circular logo designs a popular choice. The softness of the circle takes on a certain feel that is quite different from most shapes. Often associated with femininity, they can also portray security, continuity, and protection.
Oval logos are also included in this category and also consist of multiple circles combined with each other. Multiple circles combined often represent love and support, as well as infinity and continuity. An iconic example is the Olympic logo.
The Glo logo below uses negative space in a pink circle to spell out the company name, with a mysterious and feminine feel.
Nivea is a great example of a circular logo. The company released a new logo in 2013: a white wordmark in a dark blue circle, reminiscent of the brand’s classic body lotion, the logo is easily recognizable on packaging and advertising.
Rectangle and Square Logo
Square and rectangle translate into a sense of stability and balance in the human mind. Therefore, it is often associated with the psychology of reliability and stability. Rectangular and square logos imply power, efficiency and professionalism. These shapes are “edgy” in nature, and the impact they make is often perceived as stronger and bolder than a circular logo.
Ritter Sport is a prime example of a square logo. To echo the shape of the company's chocolate bars, they used a square container in their logo, which comes in a nice, neat package.
Triangle Logo
Triangles are unique to the discussion of shapes in logo design because their psychological association depends on their orientation in the image. When laid flat on a horizontal surface, triangles represent stability and change, as their ability to move from instability to stability is evident. A downward facing triangular logo signifies instability and is generally seen as more aggressive, masculine and associated with strength, conflict and speed.
Looking at the adidas logo below, the slashes form an abstract triangle that evokes movement and speed, well integrated with the brand and its products.
Vertical and Horizontal Shape Orientation
There is also a psychological connection to the shape orientation in a logo. Vertical lines and shapes are associated with masculinity, depicting aggression, strength, courage and dominance. They are usually formed to show a shape or guide the eye in a particular direction. See SoundCloud above for a perfect example!
When lines and shapes are placed horizontally, they take on a more feminine feel, associated with calm and serenity. Lots of vertical lines can also make people think the shape is narrower, while the horizontal ones make the image appear wider.
The horizontal Stumblebum logo below is more feminine than the SoundCloud logo.
Spiral
Last, but definitely not least, these designs catch attention unexpectedly with their unique shapes! Often they are more whimsical and fluid. Companies in the health and wellness industry often incorporate these shapes into their logos and overall branding due to their "organic" feel.
Summary
In short, the meaning of shape in logo design is important. They create associations in our brains that give us a particular sense of what we are looking at. This carries through to the logo design. Every design (whether literally or connected visually) incorporates shapes. When creating your design, consider the overall logo shape, as well as logo color and font. As with all aspects of logo design, it's crucial to determine who your target market is and what message you want to convey to them. Once you identify key demographics, you can make informed logo design decisions that will help take your brand to new heights!
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