The researchers have found that the logo shape is enough to influence brand perception. Geometry can tell customers about the company’s values, products, and advantages. Let’s find out how to design your logo properly to attract customers. In this article, we’ll analyze the psychological background of various shapes and tell you how well-known brands use them.
This form is used in about 20% of popular logos and symbolizes kindness, softness, unity, and stability. This is proven by the results of the research conducted by the INSEAD business school. The survey participants were shown ads for sports shoes and a sofa in three variations: with a round logo, an angular one, and without it. People considered the goods with a circle-shaped identity as comfortable, and with an angular one – as durable.
The circle is so versatile that it is used as a symbol of various companies including non-profit organizations, retailers, restaurants, finance companies, and many others. That’s what circles on the famous logos symbolize:
Triangular structures are considered the most stable and safe. This form is often associated with strength, energy, inspiration, transformation, and dynamics. However, due to variations in the combination of angles and position of the figure in space, this form can be perceived differently. For example, angles directed upwards or rightwards symbolize moving forward, and downwards or leftwards passivity.
Most often, triangles are used by innovative, courageous, energetic companies focused on the male or youth audience (for building, automotive, legal, and science industries). Let’s analyze the symbolism of these well-known brands:
These figures are usually perceived as symbols of order, confidence, and stability. The reason is that quadrilateral shapes with straight lines and corners are reminiscent of structures related to safety and security (houses, safes, bricks, and fences).
This design is suitable for brands that need to look serious and professional, such as banks, insurance companies, or law firms. But they are also actively used in other areas, such as:
Lines as well as rectangles convey the idea of reliability and professionalism. Besides, they can symbolize movement and dynamics. However, depending on the direction, these elements convey the brand’s character in different ways. In addition, the shape that lines form (such as a circle, a square, or an abstraction) is important.
Curved lines are a great way to renew your logo by adding dynamics to it. This type of graphics can be embodied in abstractions and recognizable symbols.
Curves allow you to effectively convey the uniqueness of the company, so they are suitable for brands that focus on maximum customer proximity. But please note that creating such logos is difficult: you need to understand exactly what you want to convey to users. Let’s look at how some famous brands did it:
This form is rarely used in brand identity. It symbolizes recurrence, rebirth, and infinity. Brands related to art, innovation, and medicine can meet such principles. Spirals make logos more interesting and help to attract users’ attention, as in the following examples:
You can use the shape of the logo to influence the psychological perception of the brand. But keep in mind that all the elements of your identity (colors, fonts, and geometry) must convey the same message, otherwise you won’t be able to achieve your goal.
Use the ZenBusiness Logo Generator to create such as a logo. ZenBusiness’s database contains thousands of icons, fonts, and graphics created by professional designers. You can be sure that all the elements will match each other and the logo will look harmonious.
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