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Topic: Elements of Design & Logo Designing

I. Introduction
The fundamentals of design are the foundation of every
visual medium, from fine art to modern web design.
They're even present in seemingly unimportant details,
like the fonts that make up most compositions.

What do these examples have in common? Some very

basic elements, including line, shape, form, texture, and Lines appear frequently in design; for example, in
balance. They might not seem like much on their own, drawings and illustrations. They're also common in
but together, they're part of almost everything we see graphic elements, like textures, patterns, and
and create. backgrounds.

Lines can be used in more humble compositions,

too—for organization, emphasis, or just decoration. In
the example below, lines have been used to create a
flowchart that guides the reader's eye from one element
to the next.

The fundamentals can be intimidating at first, especially if

you don't consider yourself an artist. But keep an open
mind—there's a lot they can teach you about working
with different assets and creating simple visuals from
scratch.

II. Line
A line is a shape that connects two or more points. It can
be fat, thin, wavy, or jagged—the list goes on. Every
possibility gives the line a slightly different feel.
When working with lines, pay attention to things like
weight, color, texture, and style. These subtle qualities
can have a big impact on the way your design is
perceived.
 Look for places where lines are hiding in plain sight; for They give images heft and make them recognizable. We
example, in text. Even here, experimenting with different understand street signs, symbols, and even abstract art
line qualities can give you very different results. largely because of shapes.

III. Shape
A shape is any two-dimensional area with a recognizable
Shapes are important because they're the foundation of
boundary. This includes circles, squares, triangles, and so
so many things. Learn to look for them in other designs,
on.
and soon you'll start seeing them everywhere.

Shapes fall into two distinct categories: geometric (or IV. Forms
regular) and organic (where the shapes are more free When a shape becomes 3D, we call it a form. Forms
form). make up a variety of things in the real world, including
sculptures, architecture, and other three-dimensional
objects.

Shapes are a vital part of communicating ideas visually.

However, forms don't have to be three-dimensional
shapes. They can also be implied through illustration,
using techniques like light, shadow, and perspective to
create the illusion of depth.

Basic forms can bring a touch of realism to your work,

which is a powerful tool when used in moderation.

V. Texture
Texture is the physical quality of a surface. Like form, it
In two-dimensional design, form makes realism possible. can be part of a three-dimensional object, as in the
Without it, renderings like the image below—a ball with example below (a small prickly cactus in a shiny ceramic
highlights and shading—simply wouldn't be the same. pot).

Even images that are less realistic use similar techniques

Or it can be implied through illustration, suggesting that
to create dimension. Below, the lighting and shading are
it would have texture if it existed in real life.
stylized, but still hint at form and depth.

In everyday composition, the purpose of form is the

same, but on a smaller scale. For example, a simple
shadow can create the illusion of layers or give an object
a sense of place.
In design, texture adds depth and tactility to otherwise
flat images. Objects can appear smooth, rough, hard, or
soft, depending on the elements at play.
For beginners, textures make great background images
and can add a lot of interest to your work. Look closely,
and you may find texture in unexpected places, like
distressed fonts and smooth, glossy icons.
Just be careful not to go overboard—too much texture in
a single design can quickly become overwhelming.
VI. Balance
Balance is the equal distribution of visual weight (more
specifically, how much any one element attracts the
viewer's eye). Balance can be affected by many things,
including color, size, number, and negative space.
Mastering balance can be tricky for beginners because it
does take some intuition. Luckily, the design world is full
of examples that can help you understand its different
iterations.
Symmetrical designs are the same or similar on both
sides of an axis. They feel balanced because each side is
effectively the same (if not identical).
Asymmetrical designs are different, but the weight is still VII. Putting it all together
evenly distributed. The composition is balanced because The fundamentals of design are all about the bigger
it calls attention to the right things (in this example, the picture—in other words, learning to appreciate the many
person's name and company logo). small details that make up every composition.

This insight can be applied to almost any type of project,

The rule of third
whether you're creating your own graphics or just looking
Many people, including designers and photographers,
for simple ways to enhance your work.
use a strategy called the rule of

thirds. This imagines your work area divided into a 3x3

grid. The focal point of the image is placed on or near
one of the grid lines, creating visual balance with the
rest of the space.

We find this type of composition appealing because,

according to studies, the human eye naturally follows
this path when scanning a design.

THE PSYCHOLOGY OF SHAPES


Do you ever look at a logo and instantly feel something
unnameable?
That’s because logos are packed with meaning, all
designed to make us have a positive experience when we
look at them.
It’s probably no secret that a successful brand begins with
a strong logo design. But, while creating a logo may seem
simple, there are several factors that accompany a design
that actually does well with your audience – including the
shapes that you use.
Why are Shapes Important in Logo Design?
Shapes are the building blocks of any design. Our brains
are wired to pick out shapes and memorize them easily as
a way of learning new things. That’s why memorable and
bold shapes are easier to recall, and they leave a lasting
impact.
Like any element of logo design, it all comes back to
patterns. We’re used to constantly seeing patterns in our
environment – whether as combinations of colors and
fonts, or other design elements paired with shapes – and
assigning meaning to them based on things we’ve
experienced in the past.
So, in your logo design, different shapes can help forge a
clearer emotional and psychological connection between
your brand and consumers. It’s important to understand
what each shape says about your brand and how you can
effectively incorporate them into your design.
On that note, let’s dive into what each main shape
symbolizes, what it’s associated with, and which brands or
industries would most benefit from using them!
Circles, Ovals, and Ellipses
Circle logos
Though they’re not the most popular shape, circles are a
symbol of stability and collaboration. Logos that use rings
are designed to be welcoming, positive, and focused on a
message of unity. Notice how the Pfizer logo is
reminiscent of a medicine tablet or pill – symbolizing
wholeness and healing.
Circle logos can also be a sign of continuity and
perseverance, because the imagery is commonly
associated with time, planets (or the sun), and more.
They can help convey a sense of femininity—as do many
other curved shapes—and give an air of mystery. Because
they tend to be less common in everyday life, using a
circle is also a great way to draw attention.
You’ll see circle logos across different industries, from car
companies (Mercedes-Benz) to clothing brands (Target).
Think about using a circle in your design if your brand is
centered around togetherness and/or harmony, like NGOs
that want to unite their audience or brands that offer an
all-in-one solution to a problem your customers are
having.
Squares and Rectangles
Square logos
A blunter design, squares and rectangles deliver a
combination of boldness and balance.
Rectangles are often seen as a sign of reliability and
robustness, considering they are associated with objects
like homes, safes, and boxes where things are kept safe.
Additionally, the straight lines and angles represent a
sense of order and professionalism, and they’re excellent
for inspiring a sense of strength and stability.
Companies like Microsoft and Dropbox, for instance, use
square logos to impart a sense of order and confidence in
their brands. Microsoft’s new square design focuses on
pushing the company’s approach as a more dynamic and
“edgy” design, while in Dropbox’s case, it is used to
convey a sense of security and trust when combined with
its blue color palette – a place you can drop all your files
and know that they’ll be protected.
So, consider using squares or rectangles if your brand is
connected to finance, news, or dealing with sensitive
information (like psychology or casework). Cleaning
services and organization brands would also do well with
square/rectangle logos, as they will help you to relay the
sense of order that you are promising to create for your
customers.
Triangles
Triangle logos
Much like their square counterparts, triangles stand out
for their combination of straight lines and sharp angles.
They also convey some of the same emotions and ideas.
However, where squares are all about order and stability,
triangles transmit power, strength, energy, and more. In
addition, triangles are considered edgy, and are many
times employed in logos for “alternative” lifestyle
products and more adventurous companies.
Note that the meaning of triangle logos can change
drastically depending on the way they’re placed.
Upwards-facing triangles, like the CAT and Qantas logos,
symbolize stability and momentum. Triangles that point
downwards, on the other hand, represent more feminine
characteristics, while those placed on their side – like the
YouTube logo – display movement and action.
Interestingly, triangle logos are increasingly popular in
two very disparate fields: Science and religion. Their
association with power and masculinity makes them
strong choices for these 2 sectors, as well as industries
like law and male-oriented consumer demographics.
You also could consider using a triangle logo if you’re in
alternative medicine, extreme sports, or if you want your
brand to convey an air of mystery.
Horizontal Lines
Logos with horizontal lines
Did anyone ever tell you not to wear patterns with
horizontal lines because they’d make you look wide? Well
(unrealistic beauty standards aside), in logo design,
horizontal lines expand horizons.
Like the horizon itself or the sight of firm land, horizontal
lines are a grounding influence on a brand. For most
people, these lines represent a sense of stability and
calm, as the IBM logo does with its strikethrough
lettering.
Brands that want to appeal to their audience’s feminine
side will often use horizontal lines as part of their designs,
incorporating a softening effect on otherwise bold and
angular marks.
See how the AT&T logo incorporates horizontal lines
within a circle, to further soften the look and make it
appear more tranquil? The overall image gives off the
sense of a globe that communicates interconnectedness.
Horizontal lines can also represent dynamism and
movement. For example, delivery companies may add
horizontal lines to their logos to convey a sense of motion
and speed, like DHL does.
By using layers of horizontal lines, companies can create a
sense of calm and tranquility, as well as an image of
community. So, think about using horizontal lines if you’re
in the shipping or delivery industry – or if you deal with
communications of some sort.
Vertical Lines
Logos with vertical lines
Where horizontal lines tend to be related to calm,
tranquility, and femininity, vertical lines communicate
strength, stability, and forward-thinking. We associate
them with the space between the earth and the heavens:
Infinite possibility.
Logos that use vertical lines prominently are bold and
display a sense of strength and durability, mixed in with a
more “aggressive” approach. They’re also a great way to
exhibit an image of efficiency and reliability, which is well
represented in the Adidas logo.
Vertical lines are also versatile, as they can remind us of
everything from the walls of a building to the edges of a
rocket, and even form larger images when layered
properly.
Businesses that want to seem innovative and bold – like
SoundCloud and Cisco – use straight lines as a way of
framing their designs with stable elements.
That’s why tech companies and “disruptors” could do
really well with vertical lines; they will show your
audience that you’re not afraid to make bold choices and
think out of the box. However, it’s important to be careful
when using vertical lines, as too many can make a brand
seem domineering and overly aggressive.
Organic Shapes
Organic shape logos
Unlike other shapes that have defined edges and
characteristics, organic-shaped logos are meant to imitate
the naturally occurring geometry of the real world. These
organic designs are not as defined as geometric shapes,
but they do draw upon different figures and images to
create a more unique logo icon.
Because they’re usually created for a specific brand,
organic shapes are more flexible in what they convey, and
they can accomplish this more directly than a square or a
circle might. In many cases, these logos are meant to
communicate a sense of comfort and familiarity, as well
as more intimate knowledge of a company’s identity.
Puma, Dove, and Shell, for instance, all use a logo icon
that directly represents their brand name.
Organic shapes can work well for brands whose names
can be directly portrayed by something in the real world –
regardless of the industry you’re in – because it will help
you to create brand recognition over time.
However, seeing as these logos are more specialized, it’s
important to consider exactly what you want them to say,
to avoid creating a shape that loses some of its impact
and ultimately harms your brand.
Abstract Shapes
Abstract shape logos
Abstract shapes are a fun category, mainly because they
defy the rules of “normal” shapes. Unlike the others
we’ve seen on this list, abstract logos actually incorporate
“recognizable” shapes to form a logo with layers of
meaning – whether through using symmetrical lines,
geometric shapes, or loosely interpreted, real-world
objects.
In general, abstract logos are used to represent ideas or
feelings rather than specific items or products (though
you can use abstract versions of a real-world object to
create a multi-layered meaning in your design).
For example, the Nike swoosh logo inspires motivation
and speed, while the Under Armour logo uses inverted ‘U’
shapes to convey a sense of power. Though the Nike logo
could also stand as a check mark, the abstract aspect is
what gives it that extra layer of meaning.
Because of their versatility and uniqueness, abstract logos
are used in a number of different industries – from
technology and finance to music, clothing and retail.
These designs are meant to intrigue your audience and
inspire them to feel something, but without causing them
to do too much mental work to understand what you’re
trying to say.
Before using an abstract shape in your logo design, make
sure it’s communicating the message you want to actually
get across and that it can’t be confused with a meaning
that contradicts or works against your brand.
Curves
logos with curves
Curves are an excellent way to add a feeling of motion
and rhythm to a logo design, as we often associate them
with careening waves. In fact, brands like Vaio use curves
to literally symbolize waves (in this case, analog waves).
Unlike straight horizontal or vertical lines, curves are all
about movement, happiness, and positive emotion.
They’re more appropriate in logos and brands that are
less concerned about appealing to the business world and
more focused on building a personal link with their
audience.
2 of the most famous logos in the world – Coca Cola and
Disney – use curves to convey their joyful brand personas,
helping them to connect to their audience on a personal
level.
Lastly, like we mentioned above, curves tend to be viewed
as feminine – making them an ideal addition to a logo
aimed at a female demographic. Or, if your brand is in a
family-friendly space like entertainment or food and
beverage, you’d be well-suited to a curved logo –
reflecting feelings of happiness and joy with your design.
Spirals
Spiral logos
They may be an uncommon design element, but spirals
provide a unique twist (see what we did there?) and can
make a logo more interesting. Spirals are a useful visual
tool, as they can feel hypnotic and calming.
In many cases, this shape is used to represent a flow—of
energy, time, love—as well as a slowly building strategy.
For example, the Fetcom logo almost looks like a spiraling
galaxy, creating the sense that everything is in motion and
interconnected.
Perhaps more importantly, spirals are a great strategy for
showing off your business’s creativity, penchant for being
different, and thinking outside the box. So, brands that
want to communicate their growth and evolution can also
use spirals to symbolize their ever-changing nature.
Wellness brands, spas, healers, and interestingly, tech
companies could all benefit from a spiral logo design. The
Ubisoft logo uses spirals to indicate the worlds they’ve
created within their games, while Somersby went with
the concept of a “living tree” – a tree made up of flowing
spirals that would separate them from other cider
companies.
In this vein, you may also want to consider spirals if you’re
in a creative industry or space.
Using Shapes in Your Logo Design
Now that you understand what all of the different shapes
mean, it’s time to actually put them to good use! What’s
the best way for you to incorporate shapes into your
logo? Well, it all goes back to logo shape psychology, and
the message that you want to convey with your design.
How to apply logo shape psychology
Before you begin creating your new logo, the first step
should be to consider your brand’s values and most
relevant characteristics.
Once you have these written down, it’s important to
consider not just the shapes that represent these
attributes best, but also how shapes can be combined to
create something greater than its parts. While shapes can
stand as the overall frame of your logo, you can also use
them as just part of your design, within your icon, or even
incorporated within your font.
how to apply logo shapes
Circles: See how the Showtime logo draws attention to
the first half of the design by placing a circle over the first
half of the lettering?
You can use circles to highlight a specific part of your
design that you want to draw attention to. Alternatively,
you can combine circular imagery within your typeface,
like Google does, if you want to create a wholesome,
interconnected feeling in your design; or, consider a circle
as your entire icon, like Headspace, to instill an overall
sense of calm in your audience.
Rectangles: The most reliable shape, rectangles can be
interspersed within your logo design as T Mobile does, to
show dependability from beginning to end. You can also
mimic Uniqlo and frame your entire logo within a square,
which shows your audience that they can expect quality
from the things that you offer.
Triangles: Like we mentioned above, triangles convey
different things depending on which direction they’re
facing. Consider using a triangle as an accent to one of
the letters in your logo, like Kenwood does. Or, you can
also use triangle-inspired lettering like Metallica does in
their logo, to give your design an edgy look without
having to commit to the complete design.
Remember, above all else, you want your logo to convey a
specific message. While different shapes may
communicate specific values, it is always more important
to have a logo design that flows properly. So, make sure
not to just throw together differing shapes, even if they
are individually useful, because it may harm you more
than building a logo that fits together harmoniously.
Over to You
The best logos are those that manage to create a timeless
design that is more than the sum of its parts. Combining
all the aspects of a good logo—colors, fonts, and
shapes—can deliver a final design that will convey your
brand’s personality and values, while also leaving a
noteworthy impression on anyone that views it.
Choosing the right shapes to form your logo design is a
vital step during the creative process, as it lays the
foundation for your brand’s messaging. Determine how
these shapes will fit into your logo, and you’ll ultimately
help your brand maximize its potential impact!
What makes a good logo?

What makes a good logo? A good logo is distinctive,
appropriate, practical, graphic, simple in form and
conveys an intended message.
There are five principles that you should follow to
ensure that this is so…
An effective logo is (in no particular order):
Simple
Memorable
Timeless
Versatile
Appropriate
1. Simple
A simple logo design allows for easy recognition and
allows the logo to be versatile & memorable. Good
logos feature something unique without being
overdrawn.
While in college in the mid-70’s an instructor
introduced me to the K.I.S.S. Principle of design;
which translates to: Keep It Simple, Stupid. It does
convey a very important design consideration. Simple
logos are often easily recognized, incredibly
memorable and the most effective in conveying the
requirements of the client. A refined and distilled
identity will also catch the attention of a viewer
zipping by signage at 70 miles per hour, on packaging
on the crowded shelves of a store, or in any other
vehicle used for advertising, marketing and
promotion. Remember, the basis of the hugely
effective international branding for the world’s
largest shoe manufacturer is a very simple graphic
swoosh.
~ Jeff Fisher
2. Memorable
Following closely behind the principle of simplicity, is
that of memorability. An effective logo design should
be memorable and this is achieved by having a
simple, yet, appropriate logo.
Surprising to many, the subject matter of a logo is of
relatively little importance, and even appropriateness
of content does not always play a significant role.
This does not imply that appropriateness is
undesirable. It merely indicates that a one-to-one
relationship between a symbol and what it
symbolized is very often impossible to achieve and,
under certain conditions, objectionable. Ultimately,
the only mandate in the design of logos, it seems, is
that they be distinctive, memorable, and clear.
~ Paul Rand
3. Timeless
An effective logo should be timeless – that is, it will
endure the ages. Will the logo still be effective in 10,
20, 50 years?
Leave trends to the fashion industry – Trends come
and go, and when you’re talking about changing a
pair of jeans, or buying a new dress, that’s fine, but
where your brand identity is concerned, longevity is
key. Don’t follow the pack. Stand out.
~ David Airey
Probably the best example of a timeless logo is the
Coca-Cola logo… if you compare it to the Pepsi logo
below, you can see just how effective creating a
timeless logo can be. Notice how the Coca Cola logo
has barely changed since 1885? That is a timeless
design.

Update: 8/08/09 – Underconsideration has posted
an updated timeline of the Pepsi vs CocaCola logo.
Thanks for the tip off Jon.
Timeless Logo Design
4. Versatile
An effective logo should be able to work across a
variety of mediums and applications. The logo should
be functional. For this reason a logo should be
designed in vector format, to ensure that it can be
scaled to any size. The logo should be able to work
both in horizontal and vertical formats.
Ask yourself; is a logo still effective if:
· Printed in one colour?
· Printed on the something the size of a postage stamp?
· Printed on something as large as a billboard?
· Printed in reverse (ie. light logo on dark background)
One way around creating a versatile logo is to begin
designing in black and white only. This allows one to
focus on the concept and shape, rather than the
subjective nature of colour. One must also remember
printing costs – the more colors used, the more
expensive it will be for the business over the long
term.
I like to work first in black and white to ensure that
the logo will look good in its simplest form. Color is
very subjective and emotional. This can distract from
the overall design – say if you saw your logo in all
red, that color may be the first thing that you
respond to and not the composition of the design
elements. I will not even consider submitting color
suggestions to a client for review until they have
signed off on a final black and white logo.
~ Patrick Winfield
One should also familiarise themself with the
commercial printing process so as not to come into
printing problems further down the track. Learn to
know the difference between the CMYK, Pantone
and RGB color systems. When designing logos, the
Pantone colour system is recommended.
5. Appropriate
How you position the logo should be appropriate for
its intended purpose. For example, if you are
designing a logo for children’s toys store, it would be
appropriate to use a childish font & colour scheme.
This would not be so appropriate for a law firm.
It is also important to state that that a logo doesn’t
need to show what a business sells or offers as a
service. ie. Car logos don’t need to show cars,
computer logos don’t need to show computers. The
Harley Davidson logo isn’t a motorcycle, nor is the
Nokia logo a mobile phone. A logo is purely for
identification.
For further evidence of this, take the top 50 brands
of the world – 94% of the logos do not describe what
the company does.
Paul Rand also has a say on this topic:
Should a logo be self-explanatory? It is only by
association with a product, a service, a business, or a
corporation that a logo takes on any real meaning. A
logo derives its meaning and usefulness from the
quality of that which it symbolizes. If a company is
second rate, the logo will eventually be perceived as
second rate. It is foolhardy to believe that a logo will
do its job immediately, before an audience has been
properly conditioned.
~ Paul Rand
REFERENCES:

Cass, J. (2009). What makes a good logo?. Retrieved from

https://justcreative.com/what-makes-a-good-logo/

GCF Global. (n.d.). Beginning Graphic Design. Retrieved

fromhttps://edu.gcfglobal.org/en/beginning-graphic-desi
gn/fundamentals-of-design/1/

ADDITIONAL VIDEO RESOURCES:

Shape Psychology in Logo Design

https://www.youtube.com/watch?v=wDjegoLSwg4