Whosoeer said that logo is a signature to prove the legal ownership was right to the core. As you have no identity without a face, so does your business without a logo. It establishes the identity of your business and reflects its values and principles. The power of the logo lies in its visual nature.
Every ancient culture that left traces of knowledge in their art knew about the importance of shapes. If you look carefully at the fundamental geography of space you will find the basic shapes in the core of it. All the complex shapes that we use today are built upon the basic shapes that exist in nature. Man has in fact created none of it and has discovered these basic shapes watching nature carefully.
Galileo Galilei has beautifully described it as, “The universe cannot be read until we learn the language in which it is written. It is written in mathematics, and the letters are triangles, circles and other geometrical figures, without which it is humanly impossible to understand a single word.”
It is this understanding by our forefathers that the mankind is able to mark time and space in a variety of ways inspiring mathematics, language, technology and ever-evolving civilisation.
Five shapes are universal and are found across all cultures. These are:
- Four-sided shape
Each of these fundamental shapes has a basic purpose and whatever alteration you do to it never deviates from it. A circle rolls freely, a four-sided shape is imminently stable, a triangle sits securely while pointing away from itself, lines travel and intersect, and spiral curls with elegant persistence.
The magic of using these shapes lies in its simplicity. They are used as building blocks both by nature and man-made world. The logo makers are no different and they also use these to provide consistent messaging for a logo. The main purpose of a logo is to reach out to its audience in the simplest and relatable ways. The power of a logo to elicit an emotional response can have a resounding and lasting effect on the customers as to how they will view a particular company. A powerful logo needs to be simple, crisp and clear, but in reality, there’s nothing simple about creating effective logo shapes.
The use of geometry in logo design brings a sense of familiarity to the viewers as we are familiar with these shapes since the time we were born. Each shape has its own worth and meaning and that is precisely the reason why these geometric shapes are incorporated in logo designs as they impart symbolism or meaning to the brand.
Our senses are responsible for processing an incredible amount of information every moment of every day, but only a small fraction of that information makes it into sub consciousness. The successful logos are those whose designers understand this subconscious mind of the consumer. When people view different shapes and colours, a number of psychological processes occur, which are involuntary and these changes are the ones that make or break a logo or rather we should say a company image.
The five basic shapes communicate the fundamental qualities of any organisation and the key lies in how effectively they are used in what font and colour. All logos start with simple basic shapes and then they are churned incorporating the need of the organisation. Now it depends on the experience and talent of the designer – how he or she can say everything required, but still retain the simplicity. The combination of shapes can, in fact, project the company’s visions better than any marketing material available.
According to Su Matthews Hale, senior partner at design firm Lippincott, “A company’s logo is shorthand, a visual clue that tells a story of the brand’s culture, behaviour and values.”
The human brain is hard-wired to understand and memorise shapes. A distinctive shape gets registered in the human memory for long and hence for the designer to understand this influence of geometrical shapes to create a unique logo is of paramount importance. Consider the logo of Olympics. It is nothing but five intermingled circles, but the message it conveys remains stamped in people’s mind world over. Same is the logo of Windows, which is nothing but four squares in different colours each specifying different message.
The geometrical shapes are the intrinsic element in the message that you want to communicate and later you can enhance this by the right choice of colours and typefaces.
As we know, logos only have few seconds to impact the consumer and narrate the story behind a particular brand – it is a real challenge to create one. A designer needs to have a thorough knowledge of the psychology of shapes, colours, fonts on the human mind.