Psychology of Logo Design: Logo Shapes

A shape cannot be seen as just a shape in the realm of logo design. Indeed, the reason why logo development is both an art and a science is the importance of shape. The shapes you use to create your logo may either define or ruin your brand.

Even though the majority of your consumers may be unaware of their psychological responses to the forms that comprise their favorite logos, the effect is genuine. Shapes affect our perceptions of brands and organizations in a variety of indirect ways. Understanding the signals that forms communicate and selecting the ideal shapes to reflect your business are required for selecting the correct logo.


A curve is likely to elicit a pleasant and reassuring emotion. They can represent feelings like compassion, affection, loyalty, security, and love. Curves also suggest motion and are commonly utilized to mimic a grin in order to convey enjoyment in a product.


Vertical lines have an effect on the psyche by subconsciously associating violence and manhood. Vertical lines imply power and elegance.

Horizontal lines, on the other hand, evoke feelings of serenity and stillness. They exude a natural sense of equilibrium, which may be exploited to persuade audiences.

Angled lines convey a sense of vitality and dynamic movement. The use of an arrowhead to indicate direction, or the inclusion of a check inside a design, elicits a quick and intense emotional reaction in individuals.


Circles, especially interconnected circles, imply collaboration, energy, and endurance. The Olympic rings are arguably the greatest example of this.

The optimism of the never-ending circle adds to the notion of the five continents joining together in harmony. The logo might convey a completely different meaning if the designer utilized interconnected squares, for instance.

Squares and Rectangles

Squares and rectangles are seen as forms that can communicate a feeling of solidity and power.

Any company that wishes to convey strength and tradition should consider utilizing a square or rectangle in its logo. Squares express competence and precision, yet they may also be perceived as dull or uninspired.

To avoid seeming monotonous or boring, several logos that employ square forms mix them with intriguing colors or other shapes.


Triangles contain all of the power and caution linked to diagonal lines, but in a more straightforward solid shape. They are frequently used in logos for faith, legislation, or technology to convey a sense of strength. Triangles are frequently employed in logos for firms that cater to a male audience.