The psychology of logo shapes

The logo shapes used by big brands aren't chosen by chance. 

 

Be aware that the logo shapes used to portray the most visible brands in our culture have not been chosen by chance - there are some powerful psychological forces at work. In this article we'll take a look at how the informed use of shapes can be used to give your logo the desired resonance.

 

Our subconscious minds respond in different ways to different logo shapes. Straight lines, circles, curves and jagged edges all imply different meanings and so a skilled logo designer can use shape to infer particular qualities about the brand. Think, for example, of the Nike Swoosh: the combination of curves ending in a sharp point offers a strong suggestion of movement.
Particular logo shapes send out particular messages:

• Circles, ovals and ellipses tend to project a positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity. Rings have an implication of marriage and partnership, suggesting stability and endurance.  Curves on any sort tend to be viewed as feminine in nature.
• Straight edged logo shapes such as squares and triangles suggest stability in more practical terms and can also be used to imply balance. Straight lines and precise logo shapes also impart strength, professionalism and efficiency. However, and particularly if they are combined with colours like blue and grey, they may also appear cold and uninviting. Subverting them with off-kilter positioning or more dynamic colours can counter this problem and conjure up something more interesting.
• It has also been suggested that triangles have a good association with power, science, religion and law. These tend to be viewed as masculine attributes, so it's no coincidence that triangles feature more prominently in the logos of companies whose products have a masculine bias.
• Our subconscious minds associate vertical lines with masculinity, strength and aggression, while horizontal lines suggest community, tranquillity and calm.
• The implications of shape also extend to the typeface chosen. Jagged, angular typefaces may appear as aggressive or dynamic; on the other hand, soft, rounded letters give a youthful appeal. Curved typefaces and cursive scripts tend to appeal more to women, while strong, bold lettering has a more masculine edge.

 

Burger King

1954-1957

1957-1969

1969-1994

1994-1999; 1994-2003 (International)

Modified version of the 1969 Burger King logo. Now, the text does not look so cartoony. It was removed in 1999, but it was still used in some areas until 2003.

1999-present

In 1999, Burger King "jazzed" up the logo with help by Sterling Brands.

Terminology related to Symbols

Ensign : 

 An ensign is a national flag when used at sea, in vexillology, or a distinguishing token, emblem, or badge, such as a symbol of office in heraldry. The word has also given rise to the military rank of "ensign", a rank of junior officer once responsible for bearing the ensign.

Roundel: medal(पदक)

 
Insignia

Insignia or insigne pl -nia or -nias (in Latin, insignia is the plural of singular insigne: emblem, symbol, ensign, badge of honor) : a symbol or token of personal power, status or office, or of an official body of government or jurisdiction. An insignia is usually the emblem of a specific or general authority.

Typical examples of insignia are:

• Badges

• Cockades

• Coats of arms and Heraldry

• Ensigns

• Flags of a country or state

• Military aircraft insignia

• Military rank and unit markings:

• Other National Emblems

• Regalia
  • Crowns
  • Sceptres

• Roundels

• Seals

• Shoulder patch, or shoulder sleeve insignia (SSI)

Emblem

An emblem is an abstract or representational pictorial image that represents a concept, like a moral truth, or an allegory, or a person, like a king or saint

 

Peugeot

Peugeot

The Peugeot logo has remained pretty consistent for about one-half of a century. Beginning in 1850, the Peugeot lion was present in all of its different logos to date. Although in 1960 and 1965 the logo only features the head of the lion instead of the whole body, the lion was there. The most significant change was the addition of the blue background to the logo in 1998,

(Current logo)