Most of the iconic brands would resonate a particular shape in their logo, there is a lot of psychology hidden behind these shapes considering the nature of their business and the nature of customers. Much Like colors human mind derives meanings from shapes also to create emotional connections and can trigger brand recalls in people’s minds.

There are many studies that reveal that shape of the logo is more than enough to influence the audience to pursue values, products, and services. So understanding the psychology behind the shapes and the influence they bring to your brand value is very important.

Circles:

Circles don’t have angles so it is the smoothest geometric shape, which provides the feel of softness & mildness. Circles make your eyeballs usually move around it and move back to the point from where it started.

Circles tend to generate a positive response within the emotional touchpoints in the brain. When a user sees the circular shape in the logo they subconsciously relate to unity, friendship, togetherness, longevity, love & commitment. Circles also give the emotional feeling of acceptance, happy and carefree as a brand.

Oval:

The oval shape is usually a variation of the circle shape, Ovals represent Sturdiness, Endurance & Stability. That’s why most Automotive companies use Oval shapes in their logos to represent endurance, strength & stability.

Triangles:

Triangle shapes are with three edges and three vertices, triangles commonly produces the feeling of energy, power, religion, strong & dynamic. Triangles always try to point towards something, there are three points whichever way you use, it will try to point at something. They depict naturally power & progress, like moving towards an aim or a goal.

Triangle shape though not widely used in logos, but still draws a lot of inspiration for the brands from the perspective of Mystery, Agility, Energy, and Power. Its commonly used by Sci-fi, Religious & Law based firms, it is also used to depict success.

Squares & Rectangles:

Squares & rectangles are formed with straight lines and right angles, basically solid in nature. Brands that use squares in their logos represent dependable, stability, balance, professionalism, efficiency, strength, reliability & security. Straight lines usually target the left brain of the audience.

Most financial institutions & banks use these shapes in the logos to give the feel of safety & professionalism.

A Square or a rectangle is enough for the audience looking for power, strength, safety & security. Squares also add emotion and aesthetics to the logo.

Vertical Lines:

Vertical Lines give the subconscious feeling of strength, masculinity, aggression, energy, power, attention-seeking, engaging & dominance. Vertical Lines make the eyeball move up and down which resonates that you are in control.

The brand also uses vertical lines to show commitment & Strength. Vertical Lines also communicate goals and progress.

Horizontal Lines:

Horizontal Lines are used to communicate a sense of moving through time, Tranquility, and reliability futuristic and tech-savvy nature in the logo as it always indicates progress between two points in the line.

Horizontal lines give the feeling of acceptance, calm & groundedness.

Angled Lines:

Angles Lines are used by brands to represent motion, speed, movement, and also strength & agility.

Curved Lines:

Curved Lines are more free-flowing usually represent pleasure, happiness, generosity & a sense of rhythm. They can also represent innovation.