People considered the goods with a circle-shaped identity as comfortable, and with an angular one – as durable. The survey participants were shown ads for sports shoes and a sofa in three variations: with a round logo, an angular one, and without it. This is proven by the results of the research conducted by the INSEAD business school. This form is used in about 20% of popular logos and symbolizes kindness, softness, unity, and stability. In this article, we’ll analyze the psychological background of various shapes and tell you how well-known brands use them. Let’s find out how to design your logo properly to attract customers. Geometry can tell customers about the company’s values, products, and advantages. The researchers have found that the logo shape is enough to influence brand perception.
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