Logo Shapes and What They Mean

When branding a business, a lot goes into the look, sure, but when you really want to create a brand that matters or makes people think, it’s the colors and shapes you use that can evoke certain feelings.
In this article, we’ll talk about a few different shapes you see every day in a business’s logo. We’ll discuss what each represents, so you can get an idea of what works best for your brand.

Rectangles and Squares

These shapes are the ones that mean business. Rectangles and squares produce feelings of stability and reliability. If you think of some businesses currently using one or both of these shapes, you’ll notice they are usually businesses steeped in security and tradition.
Some logos include American Express, Gap, H & R Block, and Microsoft, just to name a few.

Organic Shapes

These are the shapes that know no bounds. They are not sticking to a specific shape, they are their own design. What they represent are fluidity and openness. The type of business commonly seen using this type of logo design is health and wellness. 
A few logos include Gaiam, Lululemon, and Whole Foods Market.


Circle have no edges and continue to go around and around. They are seen as gentle, comforting,  and display continuity. Using multiple circles in one logo represents community, family, and togetherness. 
Logos you would probably recognize are Starbucks, Target, and Tide. They are seen as reliable and bring about an “always there when you need them” type of feel.
Looking to start or rebrand your business and in need of a logo? Head on over to our page and check out our work here.




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