SHAPE
- Circles, ovals and ellipses…
- Using a circle in a logo…
- Rings…
- Curves…
- Straight edged logo shapes such as squares and triangles…
- Straight lines and precise logo shapes…
- Vertical lines…
- Horizontal lines…
- Triangles…
- Jagged, angular typefaces…
- Soft, rounded letters…
- Curved typefaces and cursive scripts…
- Strong, bold lettering…
ASSOCIATIONS
- … can suggest community, friendship, love, relationships and unity.
- … are often used to appeal to women.
- … are connected with masculinity, strength and aggression.
- … are connected with community, tranquility and calm.
- … can imply strength, professionalism and efficiency.
- … has a more masculine feel.
- … can imply marriage or partnership, suggesting stability and durability.
- … are often connected to power, science, religion and law.
- … appeal more to women.
- … can imply stability in more practical terms and can also imply balance.
- … can feel aggressive or dynamic.
- … can feel more youthful
- … tend to create a positive emotional message.