This document discusses shapes as a design element and provides examples of how different shapes are used in logos. It explains that there are common geometric shapes as well as abstract shapes that can be used. Circular shapes often represent concepts like continuity, unity, and cycles. Triangle shapes can signify strength, balance, and power. Square and rectangle shapes can portray rigidity and connection. Shield shapes are protective and signify strength and integrity. The document analyzes several company logos and how the incorporated shapes relate to and represent the company's brand.

1. Shapes
Design Element #2

2. Quick Review
7 Design Elements
1. Lines
2. Shapes
3. Space
4. Color
5. Typography
6. Texture
7. Scale
6 Types of Lines
1. Outlines
2. Contour Lines
3. Gesture Lines
4. Sketch Lines
5. Calligraphic Lines
6. Implied Lines

3. Types of Shapes that exist
Common Shapes
(Geometric)
 Ellipse
 Triangle
 Rectangle
 Trapezoid
 Pentagon
 Hexagon
 Octagon
 Star
Non-Common Shapes
(Abstract)
 Shield
 Cross
 Bowling Pin
 Crescent
 Hammer
 Saints Logo

4. Basic Purpose of Shapes Within a Design
 Add contrast to catch a viewer’s attention
 Direct or control the viewers eye
 Create a commonly recognized structural element
 Enhance the meaning of a design
 Develop a pattern to add complexity or intrigue

5. What do you see in
this design and what
could it connect
to??
What could this design be
used for?
• Science Book Cover
• Business Card for person
that sells experiment or
measurement products
• Logo for an aerospace
company or testing lab

6. Shapes used in Design: 2 Ways
 Sometimes the shape in the design is
the Primary Component.
 Sometimes the shape is added as a
Secondary Component to a design.

7. What role do the shapes play here?

8. Different shapes promote different
meaning:
Circular: continuous, uniform, global, encompassing,
completeness, wellness, unity, radial motion
Square/Rectangle: rigid, together, connected
Triangle: strong, important, balance, power
Shield: strength, protective, perfection, trust, security

9. Circular Examples:

10. Circular Examples:
Unity
 Created in 1913, the Olympic symbol
includes five interlocked rings of equal
size, in five hues, representing the
gathering of athletes from all over the
world at the Olympic Games. The five
colors represented the colors used in
national flags.
Cycles
 The multiple orange and yellow
bands in the Tide logo can represent
the cycles of a laundry machine as
well as the circular shape of the
machine itself.

11. Triangle Examples:

12. Triangle Examples:
Embedded Meaning
 Logo was redesigned in 1959 as the
airline company entered the Jet Age
with its first jet service. The new logo
represented the swept-wing
appearance of a jet flying overhead. It
also represents the capital letter “D”
of the Greek Alphabet – which is
Delta.
Visual Connection
 The third logo for the company in
1997, which retained the 3 stripes
from past logos, seeking a modern
look and more strength (triangle) as a
logo. It was made to resemble a
mountain encouraging people to
push their limits.

13. Square/Rectangle Examples:

14. Square Examples:
Secondary Connection
 The Microsoft logo in current form was
created in 2012 and added the 4 color boxes
to the name. The “Window” like shape
paying tribute to the operating system
platform they are well know for. The color
squares also connect to the different sectors
of the company: windows, office, gaming,
and search engine (bing).
Recognizable and Progressive
 The current rendition of the Uber
logo was modified in 2016 ditching
the “U” from previous logos and
going more abstract said to have
meaningful elements of the company
it hopes to be moving forward.
Derived from the bit and the atom,
building blocks of technology and
the world: clean, luxurious, and
futuristic.

15. Shield Examples:

16. Shield Examples:
Iconic
 Introduced in 2003, the shield was kept
and cleaned up to be more sophisticated
and modern looking. The shield connects
to the custom bringing integrity, strength,
reliability, and protection all of which
important in the courier industry. Their
original slogan of “Safe, Swift, Sure” has
since given way to the color simplistic
“What can brown do for you”.
Personal Significance
 The Ferrari Logo has a strong personal
connection to people he met in 1923. A
noble airman by the name of Francesco
Baracca. When meeting the family he saw
a black stallion, which was the same
symbol painted on the body of the pilot’s
plane. The yellow of the shield was the
color of Enzo’s home land. Logo exhibits
power, status, and performance.

17. Identify the Company Name and what they
do:

18. Shapes in Logos