The Psychology of Shapes: How to Design A Construction Logo

The construction is growing across the world and is becoming a dominant player in the market. As a result, competition has intensified in the industry itself. How a company represents itself in the public eye is very important, so carving a unique brand identity is paramount.

The logo is central to the company’s identity and attracting new business and recognition. A pivotal part of the marketing strategy is to invest in a winning logo to win the client’s trust. Clients look at the company logo as a hallmark of quality and optimal service.

First Impressions Last

The logo is generally the first impression a client gets of a business and thus, the logo should represent quality. Some of the best logos clients tend to rely on are the ones that are familiar from seeing on the side of trucks and adverts for many years.

With construction being an industry built on reliability and sustainability, the logo should speak directly to those values. In designing a construction logo, trends are not the way to go because trends only last for a limited period.

Rather, show your potential client that you are invested in making a lasting impact in the industry. It is important to strike a balance between creating a well-constructed, beautifully shaped logo and maintaining a sense of longevity and reliability.

Be Unique and Authentic

Construction companies that lasted have gained a powerful reputation as industry leaders and anyone can recognize their logo from a mile away. Due to the nature of construction, a sense of trust needs to be established at an early stage of a client-business relationship.

A good brand image is centered around the various elements of the design, including icons, fonts and element arrangement. The logo needs to display a sense of uniqueness and authenticity as well as being trustworthy to carry out mammoth tasks.

As a new brand, it is important to look at what is out there and position your construction business to stand out from the rest. Top designers recommend a look that combines trustworthiness and an appealing ruggedness; this can be reflected in the use of geometric shapes representing animals, construction equipment, or real estate imagery.

A Sense of Boldness Shows Stability

Most construction companies go for bold colors and lines because lines that are too muted have a soft appeal. Traditionally, this would be considered a masculine design that incorporates a sense of security with the promise of a stable construction project, whether it is a simple house or a complex mall.

Although being bold is encouraged, the use of too much color is not recommended in this industry because you may come off as incompetent. Formal colors do the trick, and the temptation to think too far outside the box should be avoided.

Colors such as white, black, magenta, red and brown resonate with colors of construction such as bricks and buildings.

Choosing the Right Font

Apart from the colors, your logo’s font also matters and contributes to the quality of the logo. When choosing a good font to fit the rest of the elements of your logo, it is important to choose something simple and legible.

A clean font also communicates a message of stability and the desire to meet needs with haste. The wrong type of font can easily undermine the rest of your logo and worst of all, your company. The text is the glue of your logo and completes the entire concept stating who you are and what you do.

The client should be able easily able to identify a construction company and the value that it offers. Your logo can remain unique yet instill a sense of trust and loyalty in a client by simply using the right elements of design.

Shapes and the Human Psyche

Shapes are an important part of everyday life because they tend to evoke certain emotions. One of the most common shapes in design is the circle. A circle is a common feature in 20% of the world’s leading branding.

A circle represents positive emotions, commitment and stability. Therefore, a logo is more than a shape, but it also translates to how your brand is recognized. The shapes and elements you choose tell the story of the brand and will probably tell the client everything they need to know about the company.

Think of design as an equation and how a visual equation would come together. One of the foremost design theories is the Gestalt Theory formulated by Max Wertheimer in 1912; the theory states that the whole is different from its parts.

Connecting with a Design Object

The observer has the ability to connect with a design object beyond color and beauty but also get to know the company’s identity and what sets them apart from other companies in the industry. Shapes determine how the observer relates to discovering what the company does and identifying with the logo.

For instance, certain types of logos represent a sense of openness, while others represent exclusivity. Depending on what the client needs and what their background is, they will choose a logo according to what they resonate with. In each culture, shapes hold a specific meaning and the designer should take this into consideration.

Visual Communication

The psychology of shapes reveals that the construction industry needs a logo that represents a solid and steady work ethic. Commitment to quality and avoiding structures that will later collapse is the main promise any construction brand needs to communicate. Some prominent shapes in construction are as follows:

The Rectangle:

Depending on how it is used, a rectangle is used to represent balance, stability and a sense of protection. The equal sides in width and length can also speak to the community.

The Triangle:

A triangle is a very muscular shape as it represents religion, law, power, and science and it is often used with a bias to the masculine nature of construction. A triangle can also represent rooftops.

A Circle:

The circle also represents a sense of community and gathering much like the rectangle. It gives a sense of completion and working within boundaries. Adding color to a circle also makes the logo more welcoming.

Horizontal Lines:

Lines that are not bulky or bold can bring about a sense of calm. The lines usually represent a landscape. These simple lines can fill the viewer with a sense of hope and evoke a strong connection and sense of trust between the business and the client.

Combining Shapes:

This should be approached carefully to avoid feelings of confusion in the viewer. For instance, combining a circle and trying works well together because it provides a sense of stability and a sense of protection.

Providing a Sense of Security

The prospective client needs to gain a sense of security by simply looking at the logo and the shapes communicate this. Clients need to rest assured in the fact that the work of the company is secure and will last for many years to follow.

A timeless logo that evokes the company’s mission is central to understanding how clients respond to what seems like a simple artwork. Your logo shapes also communicate your ability to deliver work that is balanced and stable.

If your logo fails to impress the client – getting the business is unlikely. Using space wisely in your logo also indicates a sense of stability and knowing how to create balance and leverage aesthetic value.

The Value of Negative Space

Using shapes wisely can create negative spaces in the logo, which can be used as a design tool. Negative space allows room for interpretation and this inspires engagement with the logo to inspire that sense of security.

Not only should a logo be memorable, but pleasing to the eye while directly communicating a message that the company is capable of getting the job done. Utilizing negative spaces also inspires the further addition of more shapes that diversifies the logo.

Certain negative spaces can either create a shape or a letter which can further communicate a message related to the company services. Some shapes have negative spaces that can be played around to include more imagery. However, the use of shapes remains economical for space.

Common Mistakes in Construction Branding

Creating a logo for a construction company has its mistakes that can negatively affect the viewers’ psyche leading to rejecting them for a job. A good graphic designer should be in grips with the basic techniques of creating a decent logo. Firstly, all the shapes should be aligned.

A lack of alignment of shapes creates a sense of unease in the viewer, and it can be alarming to some people. When applying your logo, it is also important to maintain standard sizing and shapes; do not alter your logo by cropping it and making it indistinguishable in a document or social media post.

You need to maintain consistency across your corporate identity. While creating the logo and choosing the shapes to use, you need to consider where it will appear and how it looks in those different places, some logos do not work on certain marketing material. It is important to test your logo with potential clients, friends, or family.

Avoid Plagiarism

As companies develop new logos and choose shapes, they often make the mistake of not checking what their competitors are doing. At times, you may duplicate a design because you did not conduct enough research.

A logo designer should never ignore feedback on how potential clients are receiving the logo, apply those suggested tweaks and improvements. By listening to what a few clients have to say, you have accessed an entire market segment.

Lastly, a logo is the first encounter that people have with your business and their initial thoughts and feelings tend to last beyond the first interaction they have with your business.

The bottom line

In construction, it is necessary to take into account the psychological response clients have to shapes because this may solve many design challenges. The designer will be able to communicate clearly with the audience to evoke trust and ensuring that the business moves forward.

Even a new company can provide a sense of security by simply understanding the value of the logo in the entire branding process. Construction is not an easy business to compete in. Thus a high-quality logo should lead to creating a lasting impression on clients.

About the Author!

Lauren Adley is a writer and editor at Rushessay and Editius. She is dedicated to her family, work and friends. She is keen on reading, playing the guitar and traveling. She is interested in educational, marketing and blogging issues. Feel free to connect with her on Twitter.

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