Read the article about the Psychology of Logo Shapes and Lines. Then decide whether the statements below are True or False.CirclesCircles are a pretty
common feature in logo design. In fact, they’re used in 20% of the world’s most admired brands. When you use circles in your logo
shapes, you convey:Positive emotional
messages: Circles seem softer and more
welcoming than harshly-angled shapes like triangles and squaresUnity and commitment: Rings are often connected with the
idea of marriage, so they seem to communicate an important bond when used in
logo design.Strength and
steadiness: Circles are consistent and
sturdy — they don’t have any breaks or turns. This can make your business
appear more reliable.Many of the most iconic brands in the world use
circles in their logo shapes. For instance, the NASA design displays a sphere that represents
stability, commitment, and of course, the unity of an entire planet devoted to
space exploration.In the psychology of logo shapes, circular designs are
often used to portray a “feminine” essence. Ovals, circles, rings, and ellipses
can all project positive, comforting, and united energies. As an example, the Olympic rings are
used to demonstrate the inclusive nature of the worldwide sporting event. They
highlight that people from any background or nation can take part in this
universal celebration of human accomplishment.Squares Squares are used to depict
ideas of proportion, balance, and
professionalism. A square or even a rectangle can be enough to inspire trust in an audience searching for strength and safety. After all,
some of the most “secure” things in the world are rectangular or square in
shape, such as a safe, a house, or a vault.
Some brands have turned to squares as a way of telling their brand story to their customers in an instant. For
instance, the Microsoft logo is made up of four differently coloured squares that
indicate the trademark “Windows” software, alongside a range of diverse
products, each represented by a new colour. On the other hand, the YouTube slightly rounded rectangle design looks like an
old-fashioned TV screen.
Squares
and rectangles are a useful way for brands to tell their story in a safe and secure way. The Lego logo, for instance, uses the brick design to point to the
signature building blocks produced by
the brand itself, while the square itself indicates a sense of safety.
Since parents are looking to toy companies to provide them with a combination
of fun and security, Lego has embraced the perfect company shape.
On the other hand, the use of
squares in logo design can also develop a sense of power and strength. Combine
those harsh elements with rounded contours and fonts, and you can convey an
idea of stability, balance, and reliability. The BBC logo is intended to convey
a sense of confidence within the brand. The powerful shape is solid and strong.
However,
the “basic” nature of the square as a logo shape means that it does run the risk of becoming outdated or boring. This is why it is often a good idea to use colour and shape psychology
at the same time. Consider the Microsoft logo compared to the BBC logo. While both
make use of squares, the Microsoft logo uses a variety
of colours to engage its audience,
and convey the diversity of the
brand.If you want a simple, yet effective logo shape that
seems to indicate strength and community above all else, then a circle could be
perfect for you. Remember, you can also use “circular” or curved movement in
your logo to create a more flowing design through typography. This technique is
evident in the Coca-Cola logo and
font. The flowing, creative elements of the image seem to
denote warmth, movement, and community.TrianglesTriangles are a much less
popular shape in logo design – but
that doesn’t make them any less appealing in the right circumstances. When used
for your logo shapes, triangles can inspire many different ideas, including
dynamic power, a sense of hierarchy, and continuous motion or improvement.
Triangles have energy because
they’re pushing in a certain direction. They might not induce feelings of
security and comfort like rectangles or squares, but they could do wonders for
showing the innovation behind your brand.
Triangular logo shapes can be tricky to work with, as
most businesses are concerned with making their customers feel as safe as
possible. However, many brands have been able to use triangle shapes
effectively to boost brand awareness and
make their image more unique. By way of example, the Delta airlines triangle indicates speed and movement.
Generally,
if
you’re going to use a triangle to indicate direction or motion in your brand
logo, then you need to make sure that the angles are pointing upwards, or to
the right. A triangle that points downwards or left in Western cultures
instantly channels negative thoughts.
Masculine,
powerful, and brimming with strong edges, the triangle logo shape is more
commonly used in the construction, motor, legal, and scientific industries. For
instance, Mitsubishi Motors and CAT construction all have iconic triangular logos.Of course, remember that you don’t necessarily need to use a triangle as a “direct” aspect of logo design to take advantage of the shape. You can also implement triangles into your marketing mix in a subtler way too. Consider FedEx’s award-winning design as an example. The letters “E” and “X” come together in an innovative way to form an arrow.LinesCircles, squares, rectangles,
and triangles may be the most obvious elements to think about when you’re
exploring the psychology of logo shapes. However, it’s important to remember
that there’s another shape out there that many companies overlook: the line or
linear design.
The formation of the lines in your logo shapes can be enough to impact the perception of your audience. Vertical lines
create a subconscious association with strength and sophistication, while
causing logos to appear slimmer. On the other hand, horizontal
lines create a sense of tranquility and calm. The type of line you choose will depend on your brand personality.
Vertical lines are powerful and engaging. They draw the eye of the
viewer downwards, often directing the eye towards the brand name. They convey professionalism, like squares
and rectangles, while also expressing an idea of
motion. A good example is the SoundCloud logo, which uses its vertical lines
to represent “sound”, while giving depth to the overall logo design. By
combining harsh vertical lines and the curves of a cloud, SoundCloud can portray
strength and creativity at once.
Contrastingly,
horizontal lines indicate a sense of tranquility, reliability, and calm.
They’re dramatically different from vertical lines when used in logo design,
and can help to make your customers feel protected, and settled. For instance,
a great example is the IBM logo, which we referenced above.
Not only do the horizontal
lines help to calm the senses, but the use of the colour blue contributes to
the overall effect of trustworthiness and reliability. The comforting colour,
combined with the level-headed feel that horizontal lines produce, means that
the psychology of logo shapes works to make the brand appear safer.Organic shapes & spiralsFinally, some of the most
unique logo shapes are those that use spirals, and organic icons, rather than
basic frames such as a circle, square, or triangle. In some cases, a spiral can
be considered a kind of circle, but it generally has a very different impact on
an audience.
Though
they’re less common in the world of logo design,
spirals can be hypnotising or centralising in the right conditions – perfect
for when you want to engage your audience. Spirals are often found in
the natural growth patterns of many things, and they can express ideas of
expansion, birth, fertility, and transformation. Spirals can also be used in
the medical industry to symbolise DNA.
On the other hand, organic
shapes are used to refer to the naturally occurring shapes of nature. In that
way, you could argue that spirals themselves are an “organic” shape. Organic
elements in logo design are intended to create a sense of warmth and comfort
that can’t be portrayed by a geometrically perfect circle or square.
Obviously,
the key to using organic shapes is making sure that you pick something that resonates
properly with your brand. In the examples above, Gatorade uses a lightning bolt to symbolise how they can
energise their customers. On the other hand, the leaf on Tropicana shows the “natural” focus of the company and
gives depth to their brand purpose.Before
you even begin working with a logo design company, it’s important to think carefully
about the values and attributes that you want your logo to convey. You
can go through this process with your branding experts if it makes it easier,
as they will be able to help you get to know your user personas and
design an image that corresponds to their expectations.
Once you have an idea of the message that you need to portray through
your logo, you’ll be able to start thinking about how you can tell a
story through everything from typefaces, to colours, and of course, shapes too.