Image credit – Corel Discovery Center
Part 2 – Shape
Did you know that the leaf in Apple’s iconic logo is the exact size of the bite mark? Or that Coke’s logo uses the Gestalt principle of continuity to convey movement?
Just as colours have a powerful impact on our emotions (as discussed in this post), so too, do shapes.
Shapes are used, very effectively, to elicit certain feelings that reinforce a brand, product or service’s key qualities and this can have a resounding affect on likeability and sales.
Squares represent strength, stability, professionalism and integrity, which is why so many corporations or education institutions use them. This shape is most commonly matched with blue – the colour of trust, wisdom and loyalty.
Circles represent community, endurance, friendship and protection, which is why so many car manufacturers use them. This shape is most commonly matched with green, the colour of health, endurance and safety.
Triangles or stars represent purpose, movement and power, which is why so many religions or government organisations use them. This shape is most commonly matched with red, the colour of courage, passion and leadership.
As customers, we are also more likely to recall the shape of a logo as opposed to the brand name because of the emotional perception tied to that shape, which is then projected onto the brand.
For these very reasons, shapes mean so much to your logo design. In fact, some graphic designers believe that shape has a higher impact than colour.
Lets deconstruct Embrace Marketing’s logo and see how well I did –
I used a square in my logo design to elicit feelings of trust and integrity. I used the colour orange to convey friendliness, creativity and encouragement. The font of “embrace” utilises the Gestalt principle of continuity to symbolise the forever changing landscape of marketing, whereas the solid font of the word “MARKETING” connotes that, while the landscape is changing, the foundation and principles of marketing will not.
To learn more about the psychology of shapes check out Ramona Sukhraj’s blog post.
PRO TIP: Before designing your logo, write a mission statement for your business and list three values your business stands for. This will help guide you toward the right shape and colour to convey that message.
SECOND PRO TIP: Soliciting the help of a professional graphic designer will be money well spent 😀