“Natural shapes like leaves, grasses, representations of water, and trees tend to have a soothing effect on the viewer.When utilizing organic shapes, she suggests you keep these guidelines in mind: “This category also encompasses any irregular non-symbolic shape, even if is does not occur in nature.” “Organic shapes include shapes occurring in nature such as rocks, leaves, tree bark, amoeba, water ripples, etc.,” says Lundin. Amazon’s logo features an arrow that does triple duty, signifying a package being delivered, their range of products (from “A” to “Z”) and the recipient’s resulting smile.įe圎x logo. The arrow in the FedEx logo is subtle and created from negative space - it’s an unexpected surprise. These are commonly used in businesses that ship and/or deliver goods.”įedEx and Amazon are examples of logos that use symbols well. Arrows suggest a direction, giving a logo a sense of movement. Hearts can be used to communicate love, relationships, and marriage, while broken hearts represent break-ups, divorces, and sadness. “Stars convey patriotism, religion, or show business and Hollywood, depending on how they are used. “Because symbols have clearly understood common meanings, we rely on them as a visual language,” says Lundin. Symbols are simplified shapes that represent something specific in a culture. And, triangles pointing to the side convey movement and a forward direction where the point is facing.” Inverted triangles suggest instability or downward momentum. When right side up, triangles convey power, stability, and upward momentum. As a result, their meaning changes depending on how they are positioned. Finally, triangles are directional in shape. Curves are considered to be feminine and, as such, circles communicate softness, grace and femininity. So, they may be the right choice for your logo if you want to make your consumers think of harmony, unity, eternity, or timelessness. The 3 major shape categories are geometric, abstract/symbolic and organic - and all come with their own unique psychological associations.Ĭircles, in contrast, are never-ending. This is true whether they include an icon and text, just an icon, or only text. You’d be surprised how many logos we’ve seen that are literally unreadable! How will you remember a business if you can’t read its name?”Īll logos have a shape. “Be sure that the company name is legible, clean and readable. Lundin emphasizes that though font appearance is important, the most essential aspect of a good logo font is not its feel, but rather its readability. Think about the message you want your brand to convey and pick accordingly. Traditional fonts such as Arial or Times New Roman were categorized as ‘stable’ and ‘mature,’ but were also seen as ‘unimaginative’ and ‘conformist.’ In contrast, ‘youthful’ fonts like Comic Sans were considered ‘happy’ and ‘casual,’” Lundin explains. “The Software Usability Research Laboratory (SURL) at Wichita State University ran a study that examined the traits that people associate with varying fonts.
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