Branding: The Power of Shapes

From the logo to packaging design, shapes can play a big role in defining your brand’s visual identity. Here’s a quick run-through on how shapes can help you set the tone and leave a lasting impression.

Circles are all about unity and wholeness. They bring that warm sense of community that we all love. And in the food world, they help bring out that sense of freshness and taste appeal. Just look at Pepsi and Burger King, their circular logos are already mouth-watering.

Squares and rectangles, on the other hand, project a sense of stability and organization. When you see a square or rectangle, you instantly feel like you’re in good hands. Take the website of La Mobilière insurance, with so many squares, you know you’re in good hands. 

Triangles radiate strength, power, and ambition.

Triangles radiate strength, power, and ambition. Brands like Mitsubishi and Adidas fully understand this and use triangles in their logos to capture that power and determination mentality. When used in packaging design, triangles offer a distinctive aesthetic that can instantly grab attention. Doritos or Toblerone, there’s definitely something special about them.

If your goal is to create a brand image that conveys luxury and sophistication, curves become your valuable allies. Curved shapes are especially effective in packaging design, as seen with brands like Chanel and Dove, who strive to evoke feelings of exclusivity and specialness.

Whether you are embarking on logo design, crafting packaging concepts, or developing an advertising campaign, the psychology of shapes can have a profound impact on your brand’s success. Get in touch with us today.

Text credits: ARD / agi

Images credits: Tiffany Regaudie / Cole Saladino

The psychology of shapes can have a profound impact on your brand's success.
Get in touch!

Get in touch!