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 colors, logo shapes have meaning and this article is here to help you learn about them. Next time you need a logo you’ll know exactly what shape to use.

Time to get in shape!

Soft, round, organic shapes

If you were playing a game of catch with a friend what would you rather they throw at you—a sharp object or a soft object? The answer is pretty obvious. Even though logos don’t necessarily come flying at you through the air, they can still elicit a similar response. In general, soft, round and organic shapes are less intimidating than sharp ones. They feel harmless, friendly and inviting. In this section we’ll look at how these feelings can be applied to different types of businesses.

Circular, elliptical and ovoid logos

Round logo
Dominguez Family Dental designed by pinkaters for alexisdominguezdmd
Round logo
Black designed by C1k for jlcndm
Round logo
Southern Farmhouse designed by coin!
Round logo
Armstrong Creative designed by Mad pepper
Round logo
Smoke Yard designed by Virtuoso” for CAIN Construction
Round logo
CAKE & ROSES designed by Skilline

Circles, ellipses and ovals can portray many values and feelings. In the examples above we see these shapes used to portray gentleness with calm farm scenery; light-heartedness with cute animal illustrations; friendliness using an illustration of an seemingly approachable business man; and inclusivity for a family dental logo.

round logo
Xahamar logo by gaga vastard
round logo
Jurassic Walk designed by miremi_design
round logo
gardner camp designed by CreativeMania

Round logos can also be used to take playfulness in a youth oriented direction as seen in the examples above, which encapsulate colorful, children oriented illustration.

Round logo
Beth Westfall Chocolates designed by CBT

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. The examples above show how these shapes can be used to create a badge or stamp style logo.

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Organically shaped logos

round logo
Recover Hope logo by Systematic Chaos
round logo
Logo de organix designed by ludibes
round logo
Pressed For Juice designed by bo_rad

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 symbolize land for a private investor, portray hope and helpfulness for 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!


Round logo
Creatalytics designed by CostinLogopus
Round logo
Build Our Tribe designed by Trilobite
Round logo
Ashi Speaks designed by brandeus

While less common in logo design, spirals are interesting and useful. They can feel hypnotizing, centralizing or flowing. In the examples above, spirals are used to represent tribalism for a women’s life coaching business, to represent flow and strategy for a marketing, strategy and technology company and to portray personal introspection and transformation for a inspirational speaker. Sound familiar? Try a spiral logo!

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! In this section we’ll take a look at how these shapes might relate to your business.

Square and triangle logos

Angular logo
homeitz logo by Ian Trajlov
Angular logo
Maarten Tibau designed by ludibes

A defining feature which 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. In the examples above, squares and triangles are used to represent professionalism for a lawyers and a marketing consultant, to represent stability and control for a home furnishing company and to portray maturity and intelligence in a personal logo.

Angular logo
Rooted Wild designed by olimpio
Angular logo
Hi-Dive designed by gcsgcs

Square logos and triangle logos are also inherently more “edgy” than circles (no pun intended). In the examples above, triangles are used to portray an alternative way of life for a sustainable textiles company and to give a badass look to a saloon.

Some other values that squares and triangles might represent are power, technology and sleekness.

Logos containing vertical lines

Angular logo
Hero designed by csoki

Another form which logos take on is one composed of lines. Vertical lines feel powerful and established, like a stake in the ground. In the examples above, verticals lines are used to represent superiority and strength for an inn and to represent power and rising-up for a supplement company. If your company shares these values a logo with vertical lines is a good choice.

Logos containing horizontal lines

Angular logo
Digital Africa designed by bo_rad
Angular logo
DoorRocket designed by Rully89

In contrast to vertical lines, horizontal lines are grounding. They can make a logo feel calm and secure. In the example above horizontal lines are used to represent communication and calmness for a company which brings together information and communication technology sectors in Africa.

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.

Cultural logo
The Health Hookup designed by ludibes
Cultural logo
Loved Up designed by bo_rad
Cultural logo
ZTA designed by Nugturnal

The example above used a cross to represent health. 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. The example above uses a ribbon to bring awareness specifically to breast cancer.

Get your logo in shape

Logos are simple images, but they pack a lot of meaning. As you go about designing yours, make sure you’re thinking about which shapes communicate the message you want to send.

Want to know more about logo design? Learn how to design a logo.

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