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Article: The Psychology of Shapes in Logo Designs

The Psychology of Shapes in Logo Designs

Created by Josh Warren |

A logo is the most obvious representation of a brand. It is what customers stop at when looking for certain products or services. They always consist of a shape. Then, it is essential to consider what a shape in logo design talks about your brand. These symbols and signs help people to decide faster and make them feel right when choosing a product or service.

The psychology of a shape in logo design is actually the meaning behind each form used in a logo design. The fonts, shapes, and colors you use in logo design for the brand image are essential to creating a sense of excitement, affordability, authority, and trust. Moreover, they are also essential to making your brand become more recognizable. Once your products are recognized, it is easy for you to grow your brand bigger. And the goal of making a good insignia is to make your brand popular and recognized.

Created by Milos Bojkovic |

When it comes to designing an insignia, shapes hold an important role. They help set the business tone aside from its aesthetic appeal. It means that adding a deliberate one to your logo design will not just alter how it appears but how it is understood and alleged by your audience.

Shapes come with a psychological impact on the audience. The shapes chosen in a logo are not accidental as it involves the psychology behind it. They have been picked after cautious thought. Hence, you have to be cautious when choosing one as you also have to understand the meaning behind it. 

Considering the psychology of shapes in logo design can give you a deeper understanding before creating one. By working with the subconscious meaning behind each of them, it will be better to talk about your brand as well as set the appropriate foundation for the logo. Using the right shapes can help you to carve out a psychological association and stronger emotion between your customers and your brand.

Created by Connor Fowler |

However, the sense of your logo can be significantly predisposed by color. When presented with a contrasting association and new color, the profile can create new meaning as well. Therefore, choosing appropriate color palettes that support your purposes is important. 


Shapes & Meaning

As mentioned above, a logo plays an important role in building an identity of a brand. Each element in it matters, even basic elements like shapes. Shapes in logo design have their actual meanings. They express temper, represent ideas, catch people’s attention and also associate with the addressees on a bottomless level. Here are some shapes and logo designs with their meaning to help you collect design ideas.

1. Vertical and Horizontal Shapes

The shape orientation can alter how we perceive a logo design. In general, vertical and horizontal are associated with progress, dominance, courage, and strength. They have frequently shaped a dynamic way to lead your eye in a certain direction. 

The lines formed in the logo are enough to impact the perception of your targeted audiences. The vertical lines generate an unintentional association with sophistication and strength while also causing it to look slighter. On the other hand, horizontal lines generate a sense of calm and tranquility. However, the type of lines depends on the personality of the brand you want to build. 

Created by Chris Gannon |

Horizontal lines are associated with a sense of calm, reliability, and serenity. They dramatically can help to make your audiences feel more protected. Contrastingly, the vertical lines are engaging and powerful. Like squares and rectangles, vertical lines deliver professionalism as well as motion. 

A sequence of verticals makes you think that the shape is narrower, while the horizontal fool your eyes to make images look wider. In addition, horizontal lines are generally associated with speed, community, and calm. Some brands have their own reasons why choosing vertical or horizontal lines, such as to communicate trust, speed, connectivity, and a sense of community. 

Created by Lepchik |


2. Spiral and Organic Shapes

Organic shapes may surprise and capture consideration with their exceptional forms. Their natural forms, like a flower, fire, trees, etc., are very recognizable. The psychology behind it is that this design talks openly about its form to deliver its message. On the other hand, spiral logos are considered more fluid and whimsical. They can typically have rounded or circular shapes while also feeling free-form and hand-drawn. Moreover, in general, the spiral is considered more inviting. 

Even though these logo shapes are less common, spirals can be hypnotizing and centralizing in an appropriate condition, especially to engage audiences. Spirals can dramatically express the ideas of transformation, fertility, birth, and expansion. 

On the other hand, to naturally refer to natural shapes, an organic logo design is used. The organic elements within the schemes are used to generate a sense of comfort and warmth that cannot be perfectly portrayed by a square or circle. Obviously, the most important key to using these logo shapes is making sure to pick something that resonates with your brand properly. 

Created by Helvetiphant |


3. Triangle

Some of the less common shapes in logo design are triangles. But, it doesn’t mean that they are less attractive than others. This is fairly dynamic. It is generally associated with ingenuity and stability as well as arts and mysticism. The dramatic lines and rash geometry can create some lively logos. The power of this shape in logo design is that it can be positioned differently depending on the effect you are trying to create. 

Triangles are associated with energy since they push in a particular direction. They may not induce a feeling of comfort and security but they can show the innovation of your brand. Triangular could be tricky to work with, but with a little bit of touch, it can boost brand awareness as well as make your brand look more unique. 

For a more stable and grounded symbol, place a triangle upward by using the tip pointing. For a more active one, try to rotate the tipping point downward to communicate motion and movement. Another great idea is using the triangle to substitute the letter ‘V’ or ‘A.’ In short, before using this badge shape, you have to make sure to avoid downward angles as it indicates negative thoughts. Since triangle come with edges, it is more commonly used in the scientific industries, legal, motor, and construction. 

Created by Gert van Duinen |


4. Square and Rectangle

Other popular logo shapes in logo design are square and rectangular. They are commonly used to portray professionalism, balance, and proportion. This logo design is inspiring enough to build the trust of the audiences who are looking for safety and strength. Moreover, some brands use this design to tell their own story instantly, securely, and safely. For instance, square and rectangular indicate a sense of strength, power, and safety. The usage of harsh elements alongside the square can indicate reliability, balance, and stability. 

Nonetheless, the idea of using this is that it will not be becoming boring or outdated. That’s why it is a great idea to combine shape and color in a logo at the same time. The psychology behind rectangles and squares is that this indicates the feeling of balance and stability in the human mind. As such, it is associated with stability and reliability. 

Square logo shapes can be used to create solidity and structure in a logo. However, due to their common interpretation of rectangle or square mediums, a square logo shape design might be less visible. 

Created by Lynae Hilton |


5. Circle

One of the most popular logo shapes is the circle. Circles are generally associated with protection, continuity, security, as well as femininity. Within this category, ovals are also included. Furthermore, multiple circles are typically associated with continuity, infinity, support, love, and community. The circle logo shape conveys:

Unity and commitment: circle logo seems like wings which are generally associated with marriage ideas. Hence, this logo shape is associated with an essential bond.

The circle looks more welcoming and softer when compared to squares and triangles. Also the logo can look more sturdy and consistent as it doesn’t have any turns or breaks. Therefore, it will make your brand seems more reliable. 

Created by Davor Butorac |


6. Abstract

The psychology behind an abstract logo design is to create an original and unique logo shape. It makes brands simply recognizable, modern, and unique. It is somewhat versatile to convey various emotions and meanings, giving the brand free restriction through what they would like to communicate. 

The abstract is perfect for brands that disrupt a certain industry, want to look stand-out, as well as carve out a new position altogether. Nowadays. Modern brands typically use abstract logo shapes to develop an undisputable brand occurrence in the communication and web design field. 

Created by Stevan Rodic |


Why do logo shapes matter?

In the long run, the visual design of a logo is not the only fundamental thing to make it successful. More significantly, how the public and customers perceive it does. It should be influential to your audiences and customers on a subconscious or psychological level. It has to be meaningful and relevant, as well as appropriately target the proper audiences.

Since shapes in logo design come in various sizes, mastering the psychology behind them can impact your brand identity as well. By paying attention to the psychology of shapes, you will be able to communicate your brand more effectively as well as raise customer trustworthiness. Ultimately, having appropriate logo shapes can forge a more intentional and stronger brand identity. This will ease your customers to look for your products and build an affirmative connotation with your brand. 

In short, shapes in logo design are important as they are meaningful. They create an association in your brain to feel a certain way about what you are looking at. This thing is carried through a logo design. Every sign always contains shapes. When it comes to creating your logo design, first of all, you have to consider the whole form as well as fonts and logo colors. With all aspects that come along, it is necessary to define your target market and the message you want to deliver through the logo. 

Created by Deividas Bielskis |


How to use the psychology of shapes in your logo design

As mentioned above, the basic psychology of each shape in logo design is different from another. The next thing you have to do is find out how to use the concept. Before working on it, it is essential to deliberate wisely about the values as well as aspects you want your logo to deliver. Once you have an idea in your mind, you will be able to start thinking about how to tell a story through it. Listed below are things you should keep in mind before using the psychology of shapes when designing logos.

1. Choose an appropriate shape.

Shapes in logo design can have a huge impact on emotion. While circles can make your customers feel more comfortable, squares can make your customers feel safer. Surprisingly, emotion has a huge impact on marketing campaigns. Therefore, it is essential to choose the appropriate shapes to provoke the right feelings:

Squares indicate discipline, courage, and strength. Even though squares sometimes is a little bit boring and outdated, they are perfect for industries to generate customer loyalty. 

Circles convey inclusion, comfort, and love. To send a message of compassion and unity, choosing a circle can benefit from creating an emotional connection with your customers. Triangles are associated with growth and excitement. This is perfect for travel agents or companies that need to deliver innovation to their customers. 

Created by Ahmed creatives |


2. Combining color and shape

The psychology of shapes in logo design frequently goes far from the intentional issues, for example, to deliver the right emotion. Make sure to choose proper colors with certain forms to give extra weight to the image or idea you are portraying. For instance, consider color psychology when combining color and shape to fit your company’s purposes.

3. Choosing a relevant shape

Some shapes are naturally working at their best when used to highlight particular industries. For example, service-oriented companies like charity, childcare, and education are recommended to use a circle as it represents inclusion and warmth. Alternatively, for companies in conservative industries such as finance and insurance, where reliance is the most important thing, it is recommended to use squares or rectangles. These can deliver reliable service messages. Furthermore, it can encourage potential customers. 

Created by Connor Fowler |


4. Considering the shapes that have negative space.

When it comes to generating affinity with your audiences, considering every detail is essential. It means that you have to evaluate the obvious shapes to communicate, but also the negative spaces. When it is used appropriately, negative space can support pack further significance into the logo design without creating your brand look too complicated or cluttered. 

5. Considering the typography

When choosing a logo shape, considering the typography that includes the font style is a must. In short, consider choosing letters that are soft with professional lines and reassuring curves. Think carefully about the typeface to be relevant to your business. For example, rounded letters are normally used by companies who want to offer a fun and fresh spirit to their business.

Created by Amir Sayem |


6. Combining the Shapes

Many brands are searching for methods to distinguish themselves from their rivals with logo design. Rather than using a single form, they can use several forms at once. Nonetheless, it is essential to avoid cluttering the scheme with too many contrasting schemes. 

Mixing various combinations of images, colors, typographies, and shapes can assist you in forming infinite various visual messages. Keep in mind that the finishing image must effectually epitomize the fundamental values of your business or company as well as what you want to achieve for your brand. 

Created by Riya Moni |


7. Be Simple

The golden rule of doing a good project for your logos is making it as simple as possible. Being creative with your ideas is good, but you have to think about simplicity. A too complicated or cluttered design will only end up with difficulties. Subtracting elements is the best way to test the simplicity of your project. You can be as creative as you can and try to demonstrate outlining features of your logo.

However, doing a simple project that meets your requirements is not that easy. Many companies specialize in making logos to work with. When working with these companies, make sure to think carefully about the necessary elements to make your brand memorable and recognizable. 

Created by Tornike Uchava |


Final Words

The characters you incorporate into the project will become an intrinsic element of the message you want to deliver to the public and customers. Once you understand the psychology of shapes in logo design, you will be able to make a more influential brand. 

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