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July 7, 2012

Shape and Meaning

Shape in Brand Design

Authors: Kevin Budelmann, Yang Kim, Curt Wozniak

Topics: Branding Identity, Color, Pattern & Palette

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Identity programs can reinforce brand identities by echoing or suggesting brand promises. Simple treatments might suggest ease of product use. Patterns might suggest energy associated with customer service. Audiences see big and bold treatments as accessible, while small and understated graphics might suggest exclusivity. Shapes can also be used to illustrate a product or service, either literally or figuratively. Shapes can build on each other to tell a brand story and enhance the meaning of a brand identity.

The Go logo references two primary shapes—a circle and an arrow—to convey a sense of the product in use (a golf ball being driven forward) on packaging and the product itself.

Source: Brand Identity Essentials

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