Shapes: Understanding One of the Languages of Brand Design

brand designA logo serves beyond being your brand’s visual cue. It’s what characterizes your vision and mission, establishing the connection between your business and your customers. An effective and memorable brand design has the following characteristics: creative, minimalist and recognisable. Many graphic designers think that these features are easy to achieve and embody. But, in reality, you need to delve into the needs and insights of your customers and the more profound aspects of your business before you could come up with a compelling brand design.

Whether it’s a graphic logo or a wordmark, a brand emblem always takes a definite shape. Branding experts, such as Bambrick Media, explain that there are some psychological triggers behind shapes that elicit a response from customers. Sadly, this is where most brand designers fail.

Here are some things you need to remember:

The Meanings of Shapes

Circles, rectangles, squares and triangles are among the most used shapes in brand design. These shapes can influence the subconscious minds of an observer by implying some profound concepts or thoughts.

Rounded shapes, such as circles and oblongs, imply eternity, dynamism and a sense of community. Mostly, it projects a positive image, which is why it’s normally used by charitable institutions and organisations, like United Nations and World Wildlife Fund.

Quadrilateral shapes, such as rectangles and squares, suggest power, stability and authority. Just look at the logos of National Geographic, BBC and General Motors.

Mathematically speaking, triangles are the most stable shape. In logo design, this characteristic is adopted metaphorically to suggest power and stability. This is why they are commonly used by religious organisations for their emblems. Organisations and companies, such as Adidas, Delta Air Lines, Google’s Drive and Play, and CAT favour the use of triangles.

Some Blunders to Do Away

There is no restriction in your choice of shape. Just make sure it’s relevant to the personality or qualities of your brand, as perceived by your customers. Two of the blunders you need to avoid are the use of a typeface that doesn’t suit the shape well and the peculiar or absurd way of arranging the shapes in which the message or meaning isolates the customers.

Some businesses fail to recognise the importance of outlines and silhouettes in communicating their brands and business ideals to their patrons. Work with a reliable brand design firm to make your logo memorable and make sure your message will get across your customers the right way.