A great logo can catapult your business recognition. I know it seems like a small thing, but shape does matter. The shape in relation to your logo design creates the perfect memory for your target audience to recall your business thus sending sales and revenue into your pocket. Whether you know it or not, we have all been subjected to the psychology of logo design theory for many years. The shapes within your logo will convey essential values to your customers to aid in creating a powerful recognizable brand for your company.
The study of logo shape is directly related to scientific psychological theory. This theory is named the Gestalt Principle. “Gestalt theories hold that the human brain unifies the visual elements it sees to form a whole that carries significantly more meaning. People form patterns out of similarly shaped objects, while objects that differ from the group become a focal point of the image.” Our mind responds differently to individual logo shapes. Each shape can be used to convey a different meaning so a skilled logo designer can use shape to infer particular qualities about a brand. Here are basic shapes and the types of message they usually send to the viewer:
- Circles will often convey emotional responses relating to love, friendship and family. As rings symbolize unity in a marriage or partnership, it relates a message of stability and endurance.
- The sharper squares and triangles give a bit more practical vibe sending messages of stability and practicality. However these straight lines and edges can make a viewer feel strained and imbalanced if the shape is a bit off-kilter or rotated.
- Masculine vs. Feminine: While the circle is often thought to be a feminine shape the square and triangle are thought to be viewed as masculine due to their sharp corners.Logos sporting these particular shapes can predetermine a viewers mind toward the business mood. Huh? I know sounds like a bit of bunk, but stay with me. If the round lines of a circle can be viewed as feminine, a company wanting to convey a strong feminine message from the on-slot will use a circle or rounded logo to project this subconscious notion. Alternately, a predominately male targeted company might use squares or triangles to exhibit strength and stability.
- Our subconscious has feelings toward simple vertical, horizontal and curved lines as well. Vertical lines are associated with masculinity, strength and aggression, while horizontal lines emote community, tranquillity and calm. If this suggestion holds then a font or typeface can also convey a particular message to attract certain genders.
While it might seem that a logo is just some shapes and letters used to make an attractive logo for your business. As you have read, a lot of thought and planning goes into the most basic of logo design. In full disclosure, I am not a logo designer. However as a web designer, I use the same nuances of shape and color coming from the logo to continue the feel and brand of a business. As the logo message starts the brand message, a website can continue this same course to draw the viewer into your business even deeper.