By: Ramona Sukhraj

on May 20th, 2017

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The Psychological Meaning of Shapes in Logo Design [Infographic] Blog Feature Subscribe

By: Ramona Sukhraj

 on May 20th, 2017

Print this Page/Save it as a PDF

The Psychological Meaning of Shapes in Logo Design [Infographic]

Just for Fun | Infographics | Graphic Design

It’s old news by now -- design is absolutely essential in communicating messages and emotions in your marketing.

The psychological impact of color in particular is a popular topic and design consideration for most marketers (especially when it comes to conversion rates), but unless you are a designer by trade or an art lover, it’s unlikely that you’ve thought deeply into the effects of shape.

Like color, shapes have emotional connotations and can trigger different images and memories in people’s minds. For example, think about the shape of a heart or a star:

psychological-meaning-of-shapes-in-logos.png

These shapes make you feel things; they elicit emotions.

Companies like yours can easily capitalize on these inherent effects to communicate your brand and values through your logos, but in order to do that, you first need to have a thorough understanding of the most common interpretations of different shapes.

That’s where this infographic by Free Logo Services comes in handy.

“Picking  a shape for your logo is more than an aesthetic choice,” it explains. “You have to think about your audience, and what emotion and feelings you want to elicit when they see your logo.”

Here’s how it defines some of the most popular shapes/styles in logo design:

  • Symmetrical/Geometric: Organization and stability (i.e Audi, BBC)
  • Organic: Pleasure, comfort, interest, and spontaneity (i.e. Whole Foods, Fresh Market)
  • Abstract: Literal interpretations of ideas or directions (i.e. Apple, WWF)
  • Circles: Community, friendship, love, relationships, unity, perfection, attention, protection (i.e Target, Starbucks, HubSpot)
  • Curves: Femininity, motion, happiness, rhythm, pleasure (i.e. Coca-Cola, Intel)
  • Spirals: Creativity, growth, evolution (i.e. Hilton, Sun Microsystems)
  • Rectangles: Familiarity, trust, order, peace, uniformity (i.e. Microsoft, American Express)
  • Triangles: Power, science, religion, law, masculinity, strength, purpose, energy, precision. (i.e. Chevron, Delta)
  • Vertical Lines: Masculinity, strength, aggression, courage, power
  • Horizontal Lines: Community, tranquility, calmness (i.e. IBM, AT&T)

Key Takeaways:

  • 50% of the world’s most admired companies have rectangular logos
  • 22% have squares
  • 20% have circles

meaning-of-shapes-logos-compressor.jpg

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About Ramona Sukhraj

As Content Marketing Manager, Ramona approaches marketing not only as a profession, but as a creative outlet. She has a passion for all things artistic and strives to create content that is educational, yet quirky and entertaining as well. With a B.S. in Marketing from the UCONN School of Business, Ramona is a frequent contributor to the HubSpot blog and a nonprofit consultant. Outside of IMPACT, she is a design, movie, and pop culture buff, and a fierce advocate of free hugs.

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