When you like the theory or not, everything in the universe represents a meaning. Human beings subconsciously translate visual elements into words and concepts. Inevitably, this theory applies to logo shapes also. Hence to make an effective logo, the knowledge of the science of shapes is imperative.
Circles are one of the oldest shapes known to mankind. Circles represent the notions of totality, wholeness, and perfection. In the universe, everything moves in a cycle. The Sun, the moon, and the planets are all represented by a circle. Circles also symbolise continuity. When used in a logo, a circle can make the design look balanced and give it symmetry, hence making it pleasing to the onlookers’onlookers’ eye. Circles can be used in different ways for different logos –
- The logo can be enclosed in a circle. For instance, the logo for the brand Nivea and Starbucks.
- Parts of the logo can fall outside the circle—for instance, logos for Pepsi and Vodafone.
- The logo is made up of circles. Take, for example, the Olympics logo and Audi logo.
Although an oval is similar to a circle, it represents material existence and time. It gives out a positive and welcoming message. Oval can be found in the logo of Samsung, Intel, and Ford.
2. Sqaure/ rectangle
A square represents structure, balance, logic, and law and order. It represents the laws of nature that exist in the physical realm and how those laws give us a sense of predictability and security. Square logos look corporate and give the brand a professional and reliable essence.
Square shaped logos can be used with a lot of variations.
- You can change the orientation of the square and align it at different angles. Take, for example, the logos of Domino’sDomino’s Pizza.
- The contents inside the logo can be tilted at an angle like found in the logo for The Home Depot.
- The edges can be rounded. This is by far the most common way squares are used in a logo. Common examples for this type are – Snapchat, Instagram, and Facebook.
- Lastly, multiple squares can be used to create a rectangle or a bigger square. Consider the logos of BBC and Microsoft.
Triangle logos are one of the most unique logo shapes found. Triangles represent a strong foundation and harmony. It is a symbol of the holy trinity. This shape also has a great significance in science and mythologies.
Triangles can make the most innovative logos. There is so much experimentation that can be done with triangles. Triangles also make great abstract logos. Google has been obsessed with triangles. The logos of Google Drive and Google Play are two variations that can be done with triangles. The Reebok logo is another excellent example. Some abstract triangle logos are Adidas and Airbnb.
4. 3-D shapes
Three-dimensional logos are the newest kind of trending logos. They represent the modern era. Creating a 3-D logo improves the attractiveness of an icon to attract customers is a good idea. It makes a positive impact on the brand; simultaneously, it replaces all traditional and conventional business logos similar to other brands. Mostly tech companies use 3-D logos. Some of the greatest examples of 3-D logos are the logos of Xbox, AT&T, and Sony Ericsson.
Symbols are established notions that represent an idea, object, or relationship. They help in better communication of a concept as people already associate symbols with meaning. The most common symbols used in logos are-
Fruit: Some of the most famous examples of this kind of logo is Apple. Other examples include Fanta and Fruit of the Loom.
Trefoil: The logo of Adidas Originals is the most famous example of a trefoil logo.
Letter: The logo of McDonal’sMcDonal’s, Gucci, and Google is the most common example of this logotype.
Animal: The logos of Penguin Publications, Trip Advisor, Lacoste, Twitter, NBC, and Duolingo are the most famous examples of animal-shaped logos.
Mascot: Common examples of mascot logos are Pringles, Cheetos, KFC, Wendy’sWendy’s, and Amul.