![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131031\/pexels-photo-450273.jpeg\")
<\/p>\n![](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/04\/27131148\/font-705665_1280.jpg\")
<\/h2>\n![\"brand](\"https:\/\/assets.crowdspring.com\/marketing\/landing-page\/brand-archetype-hero.png\")
<\/div>It\u2019s clear that whatever your font choice should align with a customer’s expectations when they encounter your brand.<\/p>\n
The\u00a0Software Usability Research Laboratory (SURL) at Wichita State University<\/a>\u00a0ran a study that examined the traits people associate with varying fonts.<\/p>\n Traditional fonts, including Arial or Times New Roman, were categorized as \u201cstable\u201d and \u201cmature\u201d but were also considered \u201cunimaginative\u201d and \u201cconformist.\u201d<\/p>\n In contrast, \u201cyouthful\u201d and \u201ccasual\u201d fonts like Comic Sans were also considered \u201chappy\u201d and \u201ccasual.\u201d<\/p>\n Fonts for a business logo, for example, should work to be traditional and clean. It would be best if you were sure anything with your font on it \u2013 letters, emails, business cards \u2013 reinforces the message that you\u2019re a trustworthy, credible business.<\/p>\n A more casual coffee shop, on the other hand, should avoid overly rigid, hyper-clean fonts. A cafe\u2019s atmosphere is typically relaxed and comfortable, and your font choice should reflect that.<\/p>\n Most important, be sure that the company name<\/a> is legible and readable. You\u2019d be surprised how many logos we\u2019ve seen that are unreadable.<\/p>\n How can you remember a business if you don\u2019t know the name of that business?<\/p>\n All logos – whether they include an icon and text, only an icon, or even just text – have a shape.<\/p>\n And, it’s essential to consider what that logo design<\/a> shape communicates about your brand.<\/p>\n Shapes fall into three major categories – geometric, abstract\/symbolic, and organic. And, they all come prepackaged with their psychological associations.<\/p>\n Geometric shapes of all kinds look human-made. Mathematically precise squares, perfect circles, and isosceles triangles don’t tend to appear in nature. So, using these shapes communicates a sense of order and power.<\/p>\n Squares and rectangles<\/strong> convey stability, reliability, strength, order, and predictability. Think of the bricks used to build sturdy, stable buildings if you want your logo to communicate strength and reliability, considering incorporating squares or rectangles.<\/p>\n This is precisely what IBM did in creating its iconic logo. Their full company name,\u00a0The International Business Machines Corporation, was shortened to IBM to create a more powerful, minimalist<\/a> visual brand. Circles<\/strong> are never-ending. So, they may be the right choice for your logo if you want to make your consumers think of harmony, unity, eternity, or timelessness. Curves are considered feminine, and, as such, circles communicate softness, gentility, and femininity.<\/p>\n Triangles<\/strong> are a directional shape. As a result, they change meaning depending on how they are positioned. When right side up, triangles convey power, stability, and upward momentum. Inverted triangles suggest instability or downward momentum. And triangles pointing to the side represent movement and direction based on where the triangle’s point is facing.<\/p>\n Symbols are simplified shapes that represent something specific in a culture. And, because symbols have precise, ordinary meanings, they are relied upon heavily as a visual language.<\/p>\n People have seen these images repeatedly, so it’s essential to be clever and original in how you use them. It’s easy for logos featuring symbols to appear trite and unoriginal.<\/p>\n Here are a few common examples of symbols:<\/p>\n Stars<\/strong>\u00a0can convey patriotism, religion, or even show business and Hollywood depending on how they are used.<\/p>\n Hearts<\/strong> can be used to communicate love, relationships, and marriage, while broken hearts represent break-ups, divorce,\u00a0and sadness.<\/p>\n Arrows<\/strong> suggest a direction, movement, and travel. These are commonly used in businesses that ship and deliver goods (FedEx and Amazon, anyone?)<\/p>\n Be very careful when using these and other standard symbols in your logo. They may be an easy-to-understand visual shorthand, but they are also so commonly used that you run the risk of looking indistinct from your competition.<\/p>\n If your logo is too “on-the-nose” and unoriginal, you may come across as unprofessional, which will undermine your potential customers’ faith and trust in your business.<\/p>\n FedEx and Amazon are examples of logos that use symbols well.<\/p>\n The arrow in the FedEx logo<\/a> is subtle and created from negative space – it’s a surprise.<\/p>\n Amazon’s logo<\/a> features an arrow that serves triple duty signifying a package being delivered, their range of products (from “A” to “Z”), and the recipient’s resulting smile.<\/p>\n Irregular, organic shapes are wide open to your creativity.<\/p>\n Organic shapes include the shapes of actual organic items occurring in nature (rocks, leaves, tree bark, amoeba, water ripples, etc.). This category also encompasses any irregular non-symbolic shape, even if it’s not inspired by nature.<\/p>\nThe psychology of shapes in logo design<\/h2>\n
![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131035\/pexels-photo-936801.jpeg\")
<\/p>\nGeometric shapes<\/h3>\n
![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131034\/pexels-photo-534119.jpeg\")
<\/p>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131021\/ibm-1.png\")
<\/p>\nAbstract or symbolic shapes<\/h3>\n
![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131034\/sunset-hands-love-woman.jpg\")
<\/p>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131031\/fedex-amazon.png\")
<\/p>\nOrganic shapes<\/h3>\n
![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131033\/pexels-photo-207296.jpeg\")
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![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2018\/07\/27131030\/artwork-colorful-art-flowers-68604.jpeg\")
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