If there was only one thing worth taking away from the 80s, it might be that it's hip to be square.
Squares are pretty impressive, if you really think about it. For one, they are the basis of human space measurement: just about any object, geometrical or not, is measured either in squares, like square meters or square feet, or in the square's 3D equivalent, the cube. Just about all modern construction is based on square shapes.
Companies have long incorporated square shapes into their logo designs to bring across a myriad of meanings. Below we illustrate and explain some of the most common meanings associated with the square, and how companies use these to their advantage.
1. Stability
One of the most fundamental associations the square conjures in people is the impression of stability. It's hard to knock a square over. This makes it particularly popular in industries that make reliability and longevity their business - financial services, high-level consultancy and governmental sectors all spring to mind. Coupling a square with a heavily traditional color like blue, like in the American Express logo, can give your business an uncanny air of reliability. The Fort Worth Museum chooses a different path - the squares may be a subtle nod to the reputation and history of the museum, but coupled with bright colors and genius letter design, the logo manages to denote stability without becoming stiff.
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Featured Logo Designs: Fort Worth Museum, American Express, PCC Logo Designs
2. Foundations
Building on (pun not intended) the square's reputation for stability and its ubiquity in construction, the shape is particularly popular among brands that build just about anything, from architects to furniture makers. Lego is a great metaphor for the versatility of the square - with the most basic of shapes, you can bring whole worlds to life.
3. Technology
The square is a human invention - there are no natural occurring perfect squares. This makes it one of those shapes perfect to denote human innovation and technology. Some of the most successful software companies would agree, and probably also wouldn't mind a solid helping of those stability connotations for their product.
Featured Logo Designs: Windows 8, Adobe, Youtube Logo Designs
4. Masculinity
The square's hard edges and lack of curves often denotes it as a traditionally masculine shape, making it appear in traditionally male-oriented industries like gaming and building equipment. An interesting industry to look at is professional sports, which on one hand seeks to market predominantly to men, but on the other will need to avoid the square's connotation with immovability. The Formula 1 logo showcases brilliantly how slightly tweaking the dimensions of the square and illustrating it with dynamic lines can give you all the testosterone with none of the stiffness.
5. Formality
As is to be expected from a shape known for its stability, it denotes a certain amount of formality. If you want to come across as conservative and strong, a square shape might just be the ticket. Hillary Rodham Clinton caused some heated debate among designers when revealing her logo for the 2016 US Presidential race. While some call it ugly, stiff and bizarre (complaining about the stark colors, the insinuation of a right-pointing arrow and lack of imagination) others praise its patriotic scheme and overall simplicity.
Featured Logo Designs: Hillary CLinton Campaign, BBC, Charlotte Square
Squares may have a bit of a reputation as being bland or boring, but the right designer can make them work wonders for your business. If you're in the market for a logo design, and need to show your customers (male or otherwise) that your company is reliable, innovative and strong, maybe dare to be square.
Comment on This Article:
What do you think of when you see a square? Did we miss any of your favourite square logos? Tell us in the comments below!
Want More?
Want to learn more about the different elements of logo design? Maybe these articles will help:
15 Outstanding Blue Logo Designs
5 Standard Logo Types: What's the Difference?
The 10 Decisions You Will Make When Designing Your Logo
Designers For Hire: Crowdsource Creative Design for Your Brand or Business Today.
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Written by Jo Sabin on Thursday, April 30, 2015
Jo Sabin is Head of Designer Community at DesignCrowd. She's led the company's public relations and social media programs since 2012. With more than ten years' experience working with Australian and international tech startups in the creative industries, Jo has been instrumental in meeting DesignCrowd's objectives in Australia and abroad. Get in touch via Twitter.
