Looking for a logo that personifies your company? Need it to shout that you are cool, pretty or sophisticated? Then you should pay close attention to what shapes your graphic designer is using.
Just like colors and fonts, shapes symbolize a set of meanings in the human psych. Each element of your logo should be chosen to elicit a specific response in your customer or stand for a value of your company.
Checkout this rundown of shape meanings, and examples of logos they have been used in, before you end up triangling where you should have circled.
Representing honesty and stability, squares are considered an earthbound shape. The right angles are associated with order and rationality. Squares are sometimes considered boring (hence the old slang term), but not all companies benefit from an exciting image, as exciting can also be perceived as dangerous.
That’s why the square we used for the above GSG Consultants, Inc. logo is fitting. Although you should notice the more dynamic shape inside the square. Other business that would benefit from a logo that invokes trust and logic would be lawyers, universities and accounting firms.
The most common geometric shape we see and inspire much the same feelings as squares do. Given the peacefulness, stability and equality if rectangles, it’s no surprise that the ‘All-American’ inspired clothing line Tommy Hilfiger uses so many in his logo.
Circles and spheres represent wholeness, movement and energy. As a shape we see in frequently in nature and manmade objects, the circle also warm and comforting.
The resemblance to a globe makes circles a great fit for international companies, like the logo we designed above. Circles also work well for energy companies, food and beverage products and community organizations.
Triangles are stable or unstable, depending on whether they are sitting on their base. They are symbolic of dynamic tension, energy, action and power. Off of their base, triangles can represent direction.
Fitting for tech and transportation companies, it’s not surprising Delta Airlines uses a skyward pointing triangle in its logo.
The go-to shape for creativity, spirals represent growth, evolution and transformation. It’s a journey with levels of understanding and trust during change. Hilton Hotels & Resorts uses a spiral on its logo, befitting of an evolving company that seeks to be a home during your travels. Any creative business owner might consider a spiral on their logo.
Denoting faith, hope, healing and life. Crosses are often the symbols of religions and hospitals. The American Red Cross takes some of that symbolism in its name and literally translates it onto its timeless logo.
More of an illustration or picture than a geometric shape, organic shapes often represent things found in nature. They are curvy and easy to look at. Natural shapes make logos more interesting and spontaneous.
Often used in clean or green companies, like the one Elaton designed above, organic shapes are often the go-to logo element for natural products and clean tech.
Do you feel your logo’s shape strongly identifies with your company? If your could re-brand, which other shape would you choose?