The effects that geometric figures produce when applied in logo designs are the followings:

Circle

Circles are used to project an abstract logotype, in other words, a logotype that gives a graphic message without using figurative elements or letters. This logotype must perfect from the constructive and optic point of view.

Think of a logotype formed by a circle containing a white circle in the center. After balancing the optic relation between the circles, the visual effects that this simple but efficient logotype produces are: stability, rationality and balance. This type of logotype is suitable for finance companies or banks.

Try to imagine now that another element is inserted in the design: an arrow placed on the right of the circle. Occidentals tend to imagine movement from left to right just as the movement of occidental calligraphy. So, if an arrow is added to the design, for occidentals, a feeling of movement will be produced; actually it will seem that the arrow moves the circle. A logotype of this kind is suitable for companies that want to show an image of low but constant growth.

Now forget about the arrow and try to picture the white circle but in a different position: up and on the left. The logotype turns into a swiftly rolling sphere. This type of logotype transmits a feeling of rapid and steady movement: it is ideal for transport or airline companies or for messenger services.

The visual effect will change radically if the white circle is moved to the right. This kind of logotype transmits a static feeling: the white circle seems to be stuck because of its position. This image has a negative connotation and should not be used to express movement, dynamism or any other concept of this type. However, it is a good way to express heaviness.

Square

The techniques applied to circles for producing different effects can be applied to any other geometric figure. Because of their solid structure, squares transmit a feeling of stiffness, stability and resistance. However, if the position of a square is changed so that it is supported on one of its vertexes, the image that is transmitted is instability: a slightest displacement could make it fall from its precarious balance. This type of logotype represents something uncertain, temporary and provisional.

If the square leans to the right it will appear to be something that is going through a difficult situation; however, if it leans to the left, it will look like a falling object which meets no obstructions that can make it stop.

Triangle

This figure can produce different effects related to direction. Thus, a triangle whose left side is longer that the others, in a normal position, will seem to be pointing towards the right (linear growth). An isosceles triangle, in a normal position, will seem to be pointing upwards (exponential growth). A triangle turned round towards the left gives the idea of slight regression. And a triangle pointing downwards will seem to be falling down.