How to craft a powerful logo shape

For some brands, just their logo shape is enough to make them instantly recognisable. An even more exclusive club has achieved ownership of a particular shape so that it doesn't even need to be fully realised into a logo form to be associated subconsciously with its brand.

A powerful logo may look simple but there's nothing easy about creating effective logo shapes. Be aware that the logo shapes used to portray the most visible brands in our culture have not been chosen by chance – there are some strong psychological forces at work. 

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Martin is a creative director at graphic design agency Logo Design London.