The Meaning of Logo Shapes

The shape of your logo says a lot about your business. It can tell customers if you are friendly or serious, scientific or artistic, traditional or cutting edge.

Just like logo colours, logo shapes have meaning and this article is here to help you learn about them and help you determine which shape would best represent your business.

Soft, round, organic shapes

In general, soft, round and organic shapes are less intimidating than sharp ones. They feel harmless, friendly and inviting.

Circular, elliptical and ovoid logos

Circles, ellipses and ovals can portray many values and feelings.  Round logos can also be used to take playfulness in a youth-oriented direction, which encapsulate colourful, children-oriented illustrations.

While the soft and gradual curves of circles, ellipses and ovals often lend themselves to gentler applications, these shapes also have a history of being used for badges and stamps, which exist in industries with traditional, authentic or even vintage qualities.

Organically-shaped logos

It’s not quite a circle, an ellipse or an oval, but it’s soft and round-ish, so what is it? Let’s call these “organic” shapes because they capture the naturally occurring shapes of nature.

Organic shapes are used to create those soft fuzzy feelings that a mathematically perfect circle can’t. They symbolise land for a private investor, portray hope and helpfulness for a non-profit and represent drops of juice for a cold-pressed juice company. If your business has natural or earth-oriented qualities, think about using an organic shape!

Spirals

While less common in logo design, spirals are interesting and useful. They can feel hypnotising, centralising or flowing.

Sharp and angular shapes

While sharp and angular shapes are often more intimidating than round soft ones, they aren’t to be avoided. In fact, these shapes are perfect for communicating power, intelligence, stability or just plain coolness

Square and triangle logos

A defining feature that separates angular shapes from soft shapes is the presence of corners. Corners are, by definition, sharp and abrupt. What might that mean for your business? Precision, stability, dependability.

Square logos and triangle logos are also inherently more “edgy” than circles. Some other values that squares and triangles might represent are power, technology and sleekness.

Logos containing lines

Another form that logos take on is one composed of lines. Vertical lines feel powerful and established, like a stake in the ground

In contrast to vertical lines, horizontal lines are grounding. They can make a logo feel calm and secure. Horizontal lines can also be used to represent speed and movement for a delivery company.

Cultural logo shapes

Outside the basic shapes, we also see many shapes with specific cultural meanings, such as crosses, hearts and ribbons.

Crosses are also commonly seen in religious logos.

It should come as no surprise that hearts are common shapes in dating apps. Hearts can also be used for animal rescues, food kitchens or non-profits — basically anything that plays on your emotions or empathy.

Ribbons have been in use for a long time to signify awareness.

SOURCE: VistaPrint