Psychology of shapes: what do triangles, circles and rhombuses mean in a logo?

The logo is the heart of the corporate identity! After all, it is usually the starting point when choosing the color scheme and style of design of branding materials, from the website to souvenirs. Therefore, it is very important to hit the bull’s eye when developing a logo.

For example, you should carefully consider the choice of a geometric figure that respects principles of logo creation and will form the basis. The fact is that a circle, rhombus or square evoke completely different subconscious associations in the buyer.

We'll tell you what each figure symbolizes and how it can be used to solve your business problems!

Square - stability

Thanks to its strict symmetry, the square evokes associations with reliability and stability.

That's why it's perfect for logos for businesses whose job is to keep something running smoothly. For example, we used a square in logo "Spetsvodkhoz".

This company provides legal support for economic activities in the coastal zone. Clients expect coordinated work from this company and timely receipt of documents.

The square logo and other elements of the corporate identity tell them that they can rely on the company.

Triangle - development

The triangle is associated with upward striving; it is a figure with a dynamic and even militant character.

Traditionally, the triangle figure is used in logos of companies that target a determined, energetic, often male audience.

We used this figure when we created the logo for the Yard investment company. Subsequently, triangles were also used in patterns on letterheads and souvenir products for this Customer.

Here, an upward-pointing triangle is also associated with the display of a profitable transaction on the stock market chart.

Circle - harmony

The circle is perceived as a symbol of harmony. Due to the lack of sharp corners, it evokes associations with safety and security.

Therefore, it is reasonable to use the circle when developing logos for companies producing healthy food products, children's and hygiene products.

The circle also symbolizes peace, friendship and unity, which is why it often appears in the logos of non-profit organizations.

Diamond - dynamics

Since ancient times, the rhombus has symbolized dynamics and strength. It is not surprising that many car manufacturers have taken this figure as the basis for their emblems.

Including the mighty UAZ SUVs, the sporty Renault and the unstoppable Rover, they used the rhombus as a logo.

Lines

Vertical lines symbolize excellence, energy and growth. They are often used by startups with great ambitions that transform into corporations. For example, SoundCloud or Cisco.

Horizontal - convey a feeling of calm and security. The logo of the technology giant IBM is composed of dark blue lines.

Curves - allow you to convey movement or creativity.

Spiral

This figure is used less often than others in logos. However, for some companies it can serve well.

The spiral symbolizes cyclicality, transformation and expansion. It is not surprising that one of the world's leading hard drive manufacturers, Seagate, chose it as its logo.

Ring

The rings in the logo, by analogy with a circle, effectively express the idea of cohesion, teamwork, consolidation. The most famous emblems built on this principle are the logos of Audi and the Olympic Games.

Of course, simply choosing a good geometric shape is not enough to create an original and memorable logo. There must also be an interesting concept. This is more than just working with a graphics editor. After all, it is necessary:

• conduct a competitor analysis;
• identify key characteristics of the company;
• choose a suitable color scheme.

These are familiar tasks for us, since since 2017 the Veonix team has implemented hundreds of projects. Contact us, we will be happy to help!