The psychology of shape in logo design is as significant as the time you or your designer invests in creating a color palette that reflects your business brand.
In contrast to the energy and harmony of circular shapes or the strength conveyed in powerful triangular designs, rectangle and square shapes tend to convey ideas of stability, trustworthiness and order thanks to their rigid right angles. A brand representing these values is the BBC.
The geometric shape can feature in many stunning human-made forms, from art to the clinically precise in engineering, architecture and design.
While square shapes can be perceived as a 'safe' choice for a logo designer, decontructed, the vertical lines of square shapes are used to reveal a competitive edge. Think Cisco's world famous logo.
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Another characteristic of square inspired logos is they commonly use positive and negative space as a central design element.
Cisco |
Facebook |
Squares in app design
Most digital businesses use square logos for practical reasons, such as scaling digital design up or down for the user. Apps use square elements to fit the user interface for small devices.
The 'square' can be also rounded to add a more playful edge, which is popular with tech companies like Uber, Snap, Facebook and Instagram.
Uber |
Snapchat |
When the
photo app company rebranded in 2016, Instagram retained elements of the
camera logo the original design was inspired by.
Square shapes are often found in logomarks, where companies place their 'square' logos next to the company's name - elevating the company to that of a powerful symbol or icon. Adobe's logomark, for example, is instantly recogniseable to the world's designers and technologists.
Famous square logos
AVG |
Microsoft |
Cartoon Network |
BBC |
Chase |
LinkedIn |
MTV |
AXA |
Gap |
The Weather Channel |
American Express |
Goldman Sachs |
Deutsche Bank |
T-Mobile |
BASF |
Dunkin' Donuts |
Youtube |
Swatch |
Honda |
John Deere |
Formula 1 |
Bank of America |
7 Eleven |
Dominos Pizza |
The Home Depot |
Instagram |
Lego |
Wells Fargo |
Uniqlo |
Flipboard |
Adobe |
Marlboro |
Want more?
See how other brands use shape in their logos to inspire your own business logo. Check out these articles for some top tips:
Online Square Logo Maker
35 Famous Circle Logos from Big Brands in 2018
35 Famous Triangle Logos for Big Brands in 2017
Anatomy of 10 Startup Logos from 2017
Five Key Trends in Logo Design
Good to great: European startup company logos from 2014
50 startups logos: The good, the bad and the ugly
Written by Jo Sabin on Friday, February 9, 2018
Jo Sabin is Head of Designer Community at DesignCrowd. She's led the company's public relations and social media programs since 2012. With more than ten years' experience working with Australian and international tech startups in the creative industries, Jo has been instrumental in meeting DesignCrowd's objectives in Australia and abroad. Get in touch via Twitter.
