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What are the top three impressions you want to give as a business—trustworthy, fun, creative? Have you given thought to how people perceive your brand at first look? The shape of your logo may send a message that does not match your company and personal values, therefore may repel potential customers rather than invite them.

The psychology of how we as humans respond to shapes is indeed something to pay attention to if you want your marketing to be successful.

Let’s take a look at this logo that I created for a photographer. In our first design meeting, the photographer let me know that:

1. It was important that their customers feel safe and comfortable.
2. Their ‘eye’ for composition was their differentiator.
3. Landscapes and nature shots are a large part of their business and something they want to do more of.

From my analysis, it was clear that a circle was one of the shapes that would fit this brand nicely. Circles can make people feel comfortable. Think of an egg and how it keeps the baby bird warm and growing until birth.
We chose a camera lens and an eye because they are appropriate symbols for a photography business. In a circle, there is no beginning or end. It is associated with the sun and the light and warmth it gives. There is no photography without light.

The horizon line shown in the background speaks of stability and a sense of moving through time and begs the question “What is beyond that point?” This supports the feeling of wonder and groundedness.

When a client wants to use their company initials, the designer must take into account the shape of the letters as well. W’s and T’s are hard shapes, while S’s and O’s are soft and curvy. Each evokes an emotional response, and while most people do not understand their own responses to a shape, icon, or logo, it is just smart for a business owner to take these things into account.

It is one thing to grasp this concept, and yet another to pull off an effective design. Hiring a professional who will ask important questions, and understand how to use the answers to create a memorable and thought-provoking logo is money well spent.

AFD is always available for brand consultations. Please give us a call.

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