![]() ![]() Put thought into your concept, but don’t overwork the execution, or adorn a mark purely for the sake of it. Firstly, and perhaps most importantly: simplicity. There are a few golden rules to which all the best examples of logo shapes adhere. Once you understand the psychology behind logo shapes you will be able to use this knowledge to create powerful brands for your clients. The logo shapes you incorporate into your designs become an intrinsic element in the message they will convey to the company's customers and the wider public. The World Wildlife Fund logo uses the closure principle of Gestalt theory to describe a panda, even though the shape is not fully closed. A good example of this is the panda logo used by the WWF, shown above. People form patterns out of similarly shaped objects, while objects that differ from the group become a focal point of the image.Īnother Gestalt principle, closure, is often used in logo design this is when an object is incomplete but there is enough detail for the human eye to make the whole picture. They hold that the human brain unifies the visual elements it sees to form a whole that carries significantly more meaning. ![]() ![]() To extend your use of psychology to a deeper level, brush up on the Gestalt theories of German psychologists from the 1920s. Curved typefaces and cursive scripts tend to appeal more to women, while strong, bold lettering has a more masculine edge. Jagged, angular typefaces may appear as aggressive or dynamic on the other hand, soft, rounded letters give a youthful appeal. The implications of shape also extend to the typeface chosen.Our subconscious minds associate vertical lines with masculinity, strength and aggression, while horizontal lines suggest community, tranquillity and calm.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. It has also been suggested that triangles have a good association with power, science, religion and law.Subverting them with off-kilter positioning or more dynamic colours can counter this problem and conjure up something more interesting. However, and particularly if they are combined with colours like blue and grey, they may also appear cold and uninviting. Straight lines and precise logo shapes also impart strength, professionalism and efficiency. Straight edged logo shapes such as squares and triangles suggest stability in more practical terms and can also be used to imply balance.Curves on any sort tend to be viewed as feminine in nature. Rings have an implication of marriage and partnership, suggesting stability and endurance. ![]() Using a circle in a logo can suggest community, friendship, love, relationships and unity.
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