A Designer’s Guide to Logo Shape Psychology

A well-known logo is essential for a successful business. It is the brand’s face and the centre of attention. A compelling design will intrigue clients, elicit emotions, and urge them to spend money while also expressing the company’s message. 

Consumers make purchasing decisions based on emotions rather than facts. Customers will be loyal to your brand if you have a strong logo. When comparing brands, symbolism plays a large part. It takes 10 seconds to make an impression, but it must be seen by a buyer 5 to 7 times to be remembered. 

If a business wants to prosper, it must establish a solid visual identity with customers. This approach would be aided by thinking about universal meanings and associations of shapes. All the best paid and free dating sites all use these techniques to build a relationship with their users. 

Psychology of Shapes 

Various designs subconsciously provoke different emotions in us, enabling companies to communicate their values and beliefs by using different logo shape ideas. 

Compassion, harmony, and femininity are all represented by logos with circles and curved lines. They hold a cyclical characteristic. The Olympic rings are the most well-known example of this, representing unity across different nations and groups. 

Triangles are symbols of strength and masculinity. They are in legal and religious areas as well as scientific institutions. 

Squares provide a more trustworthy image of a brand. Many companies use these four-sided shapes to give customers a sense of comfort and efficiency. Microsoft’s logo is an excellent example of a square logo with a splash of colour for added creativity. 

Vertical lines have a more professional feel, while horizontal lines are more calming and relaxing. 

Diagonal lines offer a vibrant and lively look, although overuse of these patterns can offer a slightly untrustworthy image.

Organic shapes are an excellent tool and draw attention by mimicking the objects in the world and allowing for originality. 

Harmonious Balance

While the structure of your logo may be perfect, it must have a harmonic balance of colours and fonts to be great. Gestalt’s theory links with this notion, vital for designers. It states that the sum is of greater value than its individual parts. Psychologists picked up on this concept to learn more about how people interpret visuals. This theory generates six design concepts. 

Proximity: The importance or dominance of elements in a logo can relate to their proximity and layout within the design

Similarity: A correlation of similar elements and those that stem from the same idea. 

Closure: The ability to visualise an image even if parts are missing by using negative space to fill in the blanks.

Continuity: Creating a flow within the design to draw the viewer to specific elements. 

Figure-ground: Connecting the background to the foreground to perceive them as a whole. 

Symmetry: While logos do not have to be symmetrical, they should contain a balance of words and shapes. 

Colours and Emotions

We know when decorating, you can make a room feel cozy, bright, dark or calming based on the colours you use. It is no different when it comes to branding. Like shapes- colours evoke different feelings within us. Companies can use this tactic when designing their logos. 

Red can portray love, power or passion. Along with their flame-like logo, this colour is used by Tinder and hints at the spark of romance. Orange can symbolise optimism,  playfulness and trust. Yellow, chosen by Bumble as their design logo, shows happiness, cheer and joy. Green, like nature, provides an air of peace, harmony and relaxation. Blue, similar to the ocean, brings calming energy and tranquility. Instasingle’s logo centers around this relaxing colour providing a safe space for all users that look for a seniors dating site, Christian dating site or any other specific niche. Purple famously highlights royalty yet also compassion and creativity. Pink is optimistic, childish and feminine. Black, on the other hand, is powerful, sophisticated and modern. Grey is great to show professionalism and neutrality. Finally, brown acts as a comfortable and stable colour.


The typeface you choose must be consistent with your brand. The letter font you choose is just as significant as the shapes and colours. To create a great logo design, you must blend these three elements smoothly.

To establish or update your brand logo – it’s advised to hire a professional designer. Though, there are many websites for logo makers if you want to try your hand at creating one. Remember that your logo’s composition must be immaculate, with a scaling feature that allows it to change the size to fit in various places, such as online or on the packaging. There must also be a degree of versatility, ensuring your logo can be updated and adapted along with your brand.