Logo shapes do more than just pleasing the eye; they play an important role in shaping how we perceive and interact with a brand. Far from being arbitrary, the shape of a logo has the potential to evoke emotions and project specific brand values. Here, we peel back the layers on some of the most common logo shapes and discuss the subtle messages they can communicate.

Square and Rectangle Logos:

Square and rectangle logos are akin to the firm handshake of a reliable business partner. Their straight lines and right angles send a clear message of stability, trust, and authority, making them a popular choice for businesses across various sectors. However, if you're a brand that thrives on creativity and out-of-the-box thinking, these shapes might not resonate well due to their traditional and common appeal.

Logos from brands like GM Motors, GAP, American Express, and Colgate utilize square or rectangular forms, projecting an image of dependability and authority.

Organic, Non-geometric (Off-shape) Logos:

Organic or off-shape logos often mirror the flowing forms found in nature. They strike a chord with consumers, fostering a sense of comfort and well-being, perfect for brands with a focus on health, wellness, or eco-friendly practices.

Brands such as Botanica, BabyLuna, Harper & Jade Co, and Honeseed Shop employ off-shape logos, reflecting their natural, health-conscious ethos.

Round Logos:

Round logos, including circles and ovals, project a sense of unity and community. These shapes symbolize an endless cycle, suggesting continuity and mutual collaboration, qualities that many inclusive and socially-driven brands value.

Brands like Target, Olympics, Pepsi, and LG effectively employ round logos to symbolize unity and a sense of welcoming inclusion.

Triangle Logos:

While less common, triangle logos carry strong connotations. Pointing upwards, they project a sense of ambition and upward progression. Conversely, when pointing downwards, they imply dynamism and fluidity, echoing brands that embrace change and movement.

Brands like Guess and Delta have effectively harnessed the symbolism of triangle logos to mirror their dynamic and forward-thinking nature.

Logos with Vertical and Horizontal Lines:

Brands seeking to project an image of professionalism and authority often turn to logos with vertical lines. On the other hand, horizontal lines imply speed and progress, perfect for businesses wanting to keep their audience engaged and on their toes.

Brands like Soundcloud and AT&T make a substantial impact using line elements in their logos, projecting their unique brand ethos.

In conclusion, the shape of a logo plays a crucial role in the way we perceive a brand. As marketers, understanding this allows us to craft logos that not only look good but also align with the brand's values and resonate with the target audience.