Your Logo’s Shape Influences Brand Perception

Your logo is the visual representation of your brand. So it’s important to get it right. Whether you realize it or not each detail in your logo will influence buying decisions. 

Each design choice should be intentional when you’re creating your logo. Each decision communicates a specific message. So a confusing or misleading logo can impact your sales and business success. 

The shape of your logo is one of the most important decisions you’ll make. 


The Psychology of Shapes

In logo design shape is essential. All logos have a shape. And each shape communicates specific psychological associations. 


Geometric shapes 

These include squares, circles, and triangles. They’re precise and don’t tend to appear in nature. They look man-made and give your customers a sense of power and order.


  • Rectangles and Squares: Relate strength, order, and predictability. They remind consumers of bricks and buildings. 
  • Circles: Remind consumers of unity, harmony, and infinity. Curves are considered feminine and communicate gentleness and softness.
  • Triangles: The interpretation of triangles changes depending on how they’re positioned. Right side up they portray power, stability, and momentum. Inverted they portray instability and downward momentum.  Side-facing triangles portray movement toward the side they’re pointing.


Abstract Shapes

These shapes have a specific cultural association. The meaning is common and easily identifiable. 


  • Stars: Stars portray religion, patriotism, “show business” or rating systems depending on how they’re used. 
  • Hearts: Communicate love and relationships
  • Arrows: Communicate movement, direction, and travel. Shipping companies often use arrows in their logos. 


Organic Shapes

These are shapes which occur in nature like trees, flowers, and water. This category also includes non-organic shapes that don’t have a specific cultural meaning. 


  • Natural Shapes: These shapes are soothing and communicate holistic and environmentally friendly businesses. 
  • Angles: Jagged angles communicate anxiety while soft curves communicate relaxation. 
  • Unrecognizable shapes: These are open to viewer interpretation and may make the brand work harder to communicate their message. 


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