The meaning of shapes in logo design is important because they impact initial impressions of your brand. Research shows that the human brain makes unconscious associations to specific shapes, and a thoughtfully designed logo can set a strong foundation for your logo and amplify an intended message.
Deliberately choosing a logo shape won’t just change how it looks, it changes how it will be perceived. Combined with effective colors, relevant fonts and imagery, shapes can take on various connotations and meanings.
Generally speaking we associate the following attributes to basic shapes:
• Circular shapes: unity, community, friendship, stability, feminine. Circles are round and soft and are associated with femininity. They can also portray security, continuity and protection. Multiple circles can represent community, love, and support, as well as infinity and continuity.
• Triangular shapes: masculine, power, law, science.
Triangles are a dynamic and less common logo shape. Triangles are associated with stability and ingenuity, as well as mysticism, and the arts.
• Square shapes: strength, efficiency, professionalism, practicality. Squares and rectangles emote feelings of stability and balance. Squares visually create structure and solidity in a logo.
• Vertical lines: aggression, masculinity, strength, progress.
The orientation of shapes can change how we perceive a logo. Vertical lines and shapes are associated with strength, courage, dominance, and progress.
• Horizontal lines: calm, tranquility, community, speed.
• Organic shapes: nature, adventure, natural beauty.
• Spiral shapes: whimsical, fluid, inviting. Health, wellness, and food industry organizations will often incorporate these curvy and organic shapes into their logos.
• Abstract shapes are ideal for brands that want to stand out, disrupt an industry, or carve out a new niche altogether.
Design your perfect logo
1. Which values do you want your logo to emulate?
Make a list of the values that your business represents and consider them when choosing the logo design and shape (including fonts and colors). Highlights the attributes that will be the pillars of your brand.
2. Use a color palette that compliments your values
Colors trigger different emotions. So, complementing your logo shape with the right color combinations can either boost your logos appeal or steer it in a different direction.
3. Examine your competition
Take a look at your competitors’ logos and make a note of the most used shapes and colors. Although your logo shape and color palette should be rooted in your brand personality, differentiate yourself with shape and color while staying true to your vision and industry.
The significance of shapes and color in your logo is critical to your brand’s identity and recognizability. Associations created in our brains make us feel a particular way about what we’re looking at. In regard to your logo, these perceptions should include trust and stability.
As with all aspects of branding, it’s essential to determine who your target market is and what message you want to convey to them. Once you’ve decided on your key demographic, you’re well on your way to making informed logo design decisions that will help take your branding to the next level!
All Media Marketing & Printing can assist you in creating or updating your logo and brand. Call us at 321-698-1550.