The Psychology Of Shapes In Logo Design

Logo shapes are the foundation of any design and form the basis of icons, either by how they are combined or as the image behind a logo. Our brains are wired to pick shapes and easily memorize them as a way to learn new things. In this way, memorable and bold shapes are easier to remember, and have a more lasting impact.

When creating a design, the shape of a logo can help forge a clearer emotional and psychological connection between your brand and consumers. Therefore, it is important to understand what each shape says about your brand and to understand how you can effectively incorporate them into your design.

Circles are also a sign of continuity and perseverance. Generally, these types of images are related to time, planets (or the sun), etc. In addition, they can help convey a sense of femininity, like many other curvy shapes, and leave a certain mystery. Because they tend to be less common in everyday life, circles are also a great way to get attention.

For a more aggressive design, squares and rectangles offer a combination of boldness and balance. Rectangles are often seen as a sign of safety and trust, as they are associated with objects such as houses, safes, and boxes where things are kept. Additionally, straight lines and angles represent a sense of order and professionalism, and are great for inspiring a sense of strength and stability.

Companies like Microsoft and American Express, for example, use lots of squares in their logo designs to impart a sense of order and confidence in their brands. Microsoft's new boxy design is focused on driving the company's focus as a more dynamic and “cutting edge” design, while American Express uses it to convey a sense of stability and order when combined with its color scheme.

Like their square counterparts, triangles are notable for their combination of straight lines and acute angles. They also convey some of the same emotions and ideas. However, when squares convey order and stability, triangles convey power, force, energy, and more. Additionally, triangles are considered avant-garde, and are often used in logos for "alternative" lifestyle products and more adventurous businesses.

Interestingly, triangular logos are becoming increasingly popular in two very disparate fields: science and religion. Their association with power and masculine looks makes them excellent for both of these sectors, as well as industries such as law and male-oriented consumer demographics.

Even the angle at which a triangle is placed can communicate different points of view. A shape on its base can show strength and stability. However, if it is tilted, it can convey a feeling of tension, dynamism and instability.

Like the horizon or land-based sighting, horizontal lines are an influence for rooting with a mark. For most people, horizontal lines represent a sense of stability and calm. Organizations that want to appeal to the feminine side often use horizontal lines as part of their designs, incorporating a smoothing effect into designs that would otherwise be bold and angular.

Horizontal lines can also represent dynamism and movement. For example, delivery companies can add horizontal lines to their logos to convey a sense of movement and speed. By using layers of horizontal lines, businesses create a sense of calm and tranquility, as well as an image of community. The AT&T logo, for example, uses horizontal lines to create a globe that communicates interconnection.

While horizontal lines tend to be related to calm, tranquility, and femininity, vertical lines communicate strength, power, and masculinity. Logos that use vertical lines prominently are bold and reflect a sense of strength and stability, combined with a more aggressive approach. They are also great for showing a picture of efficiency and reliability.

Businesses that want to look future-oriented and bold use straight lines as a way to frame their designs with stable elements. Vertical lines are also versatile, as they can represent everything from the walls of a building to the ends of a rocket, and even create larger images when properly layered. It's important to be careful when using vertical lines, as many can make a brand appear overbearing and overly aggressive.

Unlike other shapes that have defined edges and features, organically shaped logos are intended to mimic the natural geometry of the real world. These organic logos are not as sharp as geometric shapes, but they are based on different shapes to create a more distinctive product.

Since they are generally created specifically for a brand, these organic shapes are more flexible in what they convey, and they accomplish this feat more directly than a square or circle. In many cases, these logos are designed to communicate a sense of comfort and familiarity, as well as a more intimate understanding of a company's identity. Gatorade, for example, uses a form of lightning that conveys the energy image of the company.

Since these logos are more specialized, it is important to consider exactly what you want them to convey, to avoid creating a shape that loses some of its impact and ultimately hurts your brand.

Curves are a great way to add a sense of movement and rhythm to a logo design. Unlike horizontal or vertical straight lines, curves have to do with movement, happiness, and positive emotion. They are more suitable in logos and brands related to diminishing the connection to the business world and more focused on building a personal bond.

Additionally, curves tend to be viewed as feminine, making them a perfect addition for logos targeting a female demographic. Companies with a brand that reflects feelings of happiness and joy would be suitable for curved logos. Two of the most famous logos in the world, Coca Cola and Disney, use the curve to convey the cheerful personality of their brand.

While they are a rare design element, spirals offer uniqueness and can make a logo more interesting. Spirals are a useful visual tool and can feel hypnotic, calming, and even fluid. In many cases, spiral shapes are used to represent a flow of energy, time, love, as well as a slow building strategy.

Perhaps more importantly, spirals are a great strategy for displaying your company's creativity and tendency to be different and have an innovative vision. Companies that want to communicate their growth and evolution can also use spirals to symbolize their changing nature.

Taking advantage of the psychology of logo shapes goes beyond simply filling in your design with shapes that you think can fit your brand. Before starting a new design project, the first step should be to consider your brand values ​​and the most relevant characteristics. Once you've written them down, it's important to consider not only the shapes that best represent these attributes, but also how those shapes can be combined to create something more relevant than their parts.

You can even use concepts from Gestalt theory, created by German psychologists, which holds that people tend to view collections of shapes and objects as a unified whole, rather than individual parts. Spirals and squares can convey something important about your company respectively, but they may not appear cohesive if glued together on the page.

So while very different shapes can communicate specific values, it is always more important to have a logo design that flows properly. In this way, merging disparate shapes, even if they are individually useful, can cause more damage than creating a logo(3D logo company USA) that fits harmoniously.

Choosing the right ways to create your logo design is a vital step in the creative process, as it lays the foundation for the message your brand will convey. Determining how these shapes will fit into your logo is crucial because it will ultimately help your brand maximize its potential impact.