Circles, ovals, and ellipses in logos are meant to convey messages of harmony, protection, completion, security, friendship, and care. Squares and rectangles represent honesty, solidity, reliability, trust, order, strength, and professionalism. Triangles can symbolize power, action, tension, stability, strength, and movement, but also aggression and conflict. The document provides advice on how different shapes and lines can provide different psychological meanings when incorporated into logos.

1. UNDERSTAND THE PSYCHOLOGICAL MEANING OF LOGO SHAPES

2. The
Psychology
of Logo
Shapes
1. Circles, ovals and ellipses
If you want to send a positive and emotional message of
harmony and protection, use circles, ovals, and ellipses in your
logo. These shapes bring associations of completion, security,
support, friendship, love, and care. In the same time, circles
may give a sense of movement – wheels, balls, merry go
rounds, which may also represent power and energy. But,
rings, for example, implicate marriage and partnership, as well
as stability and endurance.

3. The
Psychology
of Logo
Shapes
2. Squares and rectangles
In order to represent honesty, solidity, and reliability, use
squares and rectangles. Since squares and rectangles have
straight lines and right angles, they give a very balanced and
stable feel. Other associations they give are trust, order, peace,
strength, power, efficiency, and professionalism.

4. The
Psychology
of Logo
Shapes
3. Triangles
To associate your brand with power, action and tension, use
triangles in your logo. If a triangle is sitting on its base, it gives
a feeling of stability. If it is not sitting on its base, it gives an
energetic feeling of strength, purpose, and progression.
Irregular triangles tend to point out directions (like an arrow)
and give a sense of movement and speed. Triangles can also
give a feeling of aggression. On one hand, they can symbolize
strength while on the other, conflict.

5. The
Psychology
of Logo
Shapes
4. Horizontal Lines
By using horizontal lines in your logo, you can suggest peace,
flow, community, tranquility and calmness.

6. The
Psychology
of Logo
Shapes
5. Vertical Lines
By using vertical lines you can create a feeling of
professionalism, stability, balance and strength. In some cases,
they can imply masculinity, boldness, and aggression.

7. The
Psychology
of Logo
Shapes
6. Spirals
If you want to represent transformation, fertility, creativity or
eternity, use spirals. As the thickness, diameter, color, width
and dimensions of the spiral changes, the image and meaning
also changes.

8. The
Psychology
of Logo
Shapes
7. Organic Shapes
You can use also organic shapes that are nature based, for
example, rocks, clouds, leaves, and flowers, but can be also
manmade elements, for example, a free drawing that is created
spontaneously. If your business has natural or earth oriented
qualities, think about using an organic shape.

9. The
Psychology
of Logo
Shapes
8. Abstract Shapes
An interesting story can be told also by using abstract shapes
in your logo. They are often simplified or stylized versions of
organic shapes. Abstract shapes represent more literal
interpretations of concepts and ideas.

10. The
Psychology
of Logo
Shapes
9. Combination of Shapes and
Curves
However, a logo is usually a combination of several different
shapes and curves, as well as typography and colors, which
can significantly change the psychological message they give.
So don’t be afraid to experiment!

11. LEARN TO CREATE A SIMPLE LOGO WITH POWERPOINT
ON YOUTUBE!