Scientists have concluded that the design of the logo itself can influence how people perceive the brand. Geometry can inform customers about the values of the business, its products and its benefits. We recommend that you think about how you can use the logo’s design to draw customers.
Circle
Around 20% of logos with circles that are popular, which symbolize gentleness, kindness as well as unity and stability. This is backed up by the findings in study conducted by the INSEAD Business School study. Participants in the study were shown an advertisement for sports shoes , and an armchair with a round logo that was angular and with no symbol. People regarded items with a round logo as more comfortable and ones with an angular logomore durable.
A circle has become so ubiquitous that it’s a symbol for various businesses, such as non-profit organizations and restaurants, retail stores as well as financial institutions and other. This is what the circles in famous logos represent. Like collaboration and inclusion in Olympic rings, or the global coverage of the browser as seen within the Mozilla Firefox logo.
Triangle
Triangular shapes are thought to be the most durable and secure shape. It is associated with energy, strength inspiration, transformation, dynamic. However, due to the variations in the combinations of angles as well as the location of the figure within space, the shape is perceived differently. For instance, angles that are pointing upwards or to the right signify forward motion, and angles ones that point down or leftpassingivity.
The majority of the time, triangles are employed by bold, innovative energy-driven companies that target the male or young audience (construction automobile and legal industries, as well as scientific,). One example of this is the Universal icon for players from Google play.
Square and Rectangle
These forms are typically interpreted as symbols of confidence, order and stability. This is because the four-sided forms featuring straight lines or angles look like structures that are related to security and protection. For example such as safes, houses bricks, fences.
This design is ideal for brands that are crucial to attract serious and professional customers like banks, insurance, or law firms. However, they are also employed in other fields like Microsoft Four Squares: these are the main products of Microsoft (Windows, Xbox, Bing and Office).
Horizontal and vertical lines
Like rectangles, lines symbolize professionalism and reliability. They also represent dynamic and movement. However, based on the direction they are facing, they convey the personality of the brand in various ways. Furthermore, the form that lines take (for instance, a circle as opposed to a square or an abstract) is crucial.
Vertical stripes symbolize the power and elegance like in the case of SoundCloud Logo The sound track is composed of lines. This method creates the logo’s dynamics.
is a perfect match for the music service.
Horizontal lines give a feeling of security and calm. For instance the emblem of the world’s biggest telecoms company AT&T with blue stripes symbolizes the connectivity of communications that has been able to connect the world. The circle provides an image with unison to the symbol.
The less well-known variation that is a representation of lines that intersect, symbolizing collaboration and fusion. Vertical and horizontal stripes of the Bank of America logo form the American flag. The square-shaped logo reflects the message of confidence and professionalism of the institution.
Curved lines
Uneven lines are an excellent option for you to “spice up” a logo by adding dynamism to the design. These kinds of graphic can be represented in both abstractions and well-known symbols.
Curves are a great way to communicate the distinctiveness of the business They are therefore suitable for companies that focus on building relationships with customers. Keep in mind that designing such logos isn’t easy. You need to know precisely what you intend to communicate to customers. See, what happened with famous brands. For example In Coca-Cola or Disney logos, curving lines with unique fonts permit to communicate the energy, joy and enthusiasm;
Spiral
This type of design is uncommon in the sense of identity, indicating the cycle of cyclicity, rebirth and endlessness. Brands that are associated with innovation, creativity and medicine are able to meet these standards. The spiral assists in keeping the attention of users as shown in the following examples:
Spiral Health&Fitness: the logo accurately reflects the name the business. It’s a heart into an arc;
Ubisoft A spiral engraved within a circle is the possibility of exploring new realms excitement, passion and fascination.
Conclusion
By using the shape of the logo it is possible to influence the way people perceive the brand. It is nevertheless important to keep in mind a crucial requirement the fact that all aspects of identity (colors or fonts, shapes, etc.) should communicate a single message, or else it is not able to reach its intended audience.
