CoP // The Psychology of logos - Shapes

Shapes - Sarah Wallace


Like colors, our minds are pre-disposed to react on some level to certain shapes. It may not seem like it but the way a line curves or remains straight can trigger certain sub-conscious connotations. Even in its incredible simplicity, the Nike logo uses shape to convey movement, and athleticism. By using shapes and lines thoughtfully any logo can create the desired tone.

Round / Circular Shapes

Rounded shapes like circles can speak to emotions. Rings are the symbolic shape relating to love, marriage and relationships and can carry those connotations in any composition. They also symbolize friendship, care and support which makes circles useful in designs related to community.

Angular shapes - Square / Triangle / Rectangle etc.

Angular shapes like triangles and squares can represent balance and stability. Their straight lines and angles can indicate structure and reliability, making them a useful shape to convey professionalism, organization and efficiency. But on their own they can be a little dull. However they can tilted or combined with other shapes to add visual interest.

Lines - Curved / Horizontal / Vertical

Lines can be used in a number of ways in logo design. The direction of the lines and whether they are rounded or jagged can also have a significant impact on how they are perceived. Horizontal and curved lines have a more feminine connotation. They can be used to indicate flow and tranquility; however horizontal lines can also give an impression of peace and stillness. Curvy lines on the other hand can show motion and happiness. Vertical lines are much more aggressive in nature and have a far more masculine energy, as do straight lines and angles. Vertical lines are bold and powerful and jagged lines can create a sense of action and vitality.