There’s already a good amount of research on how logos influence customers. For example, a 2011 study found that when a company has an incomplete logo (think IBM), people perceive the business ...

As my colleagues and I point out in a new paper, a logo’s shape can affect the judgments people make about the attributes of a company or product. Specifically, we find that circular or angular logos ...

The Psychology of Shape in Logo Design. All logos have a shape. This is true whether they include an icon and text, just an icon, or only text. The 3 major shape categories are geometric, ...

From its very first beginnings as an over-elaborate illustration, to its familiar and distinctive shape today, Apple's logo has reflected its company's aims from the start.