When it comes to selecting the shape of your logo, opt for one that is easy to recall and will create a lasting impact on your consumer. Bold shapes are more easily remembered and also have psychological associations.
Vertically placed lines in the logo are associated with masculinity, dominance and aggression while horizontally placed lines are considered to be more subtle conveying femininity, calmness and serenity.
Squares and rectangles are powerful shapes that represents honesty, order, balance, proportion, discipline, strength, courage, security and reliability. They also symbolise traditionalism, conformity and being rational.
Triangles mean excitement, risk, danger, balance, stability, action, tension or direction. These shapes can signify conflict or strength. Typically triangles are viewed as being masculine, showing power and progression, but they can also be indicative of continuous motion, or hierarchy, or improvement. The scientific, legal and motor industries prefer this shape.
Circles, ovals, and ellipses imply harmony, eternity, protection, female, universe, magic, mystery, commitment, unity and community. The circle is a universal symbol with extensive representations such as wholeness, the infinite, eternity, timelessness, all cyclic movement and power. Circle logos may be representative of completion and life. Businesses may seem more trustworthy if they have a circular logo since circles also denote consistency.
Spirals designate growth, creativity, calmness, time, fertility, life and death, intelligence, seasons, transformation and evolution. Natural shapes refer to originality, organic, balance and refreshment.
Abstract shapes stand represent duality of meaning and uniqueness.
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