What Logo Shapes Mean, Part 1: the Circle

One of the most commonly used graphic shapes is the circle. Circles can convey positive emotions.

The first circles you saw were those found in nature: the sun and the moon, the stars, the earth, some fruits, and the iris of the human eye. This is why the circle has been associated with the heavens, life, order, completeness and wellness.

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Circles do not begin or end. They move without restriction, suggesting energy and power.
They can roll freely, representing the infinite and unity/oneness.

While circles move freely, they can protect what’s inside their boundaries.
They can represent defense, endurance and safety, or femininity and the womb.

Many companies that have a global presence, unparalleled products/service, value community and contributions, or have been around to stand the test of time use circular logos.

If you want a logo that is memorable, the use of circles is a great way to go.

Check out these famous circular logos and the feelings/ideas they convey.


1. Universal



The AT&T globe is one of the world’s  most recognizable symbols. It represents that the company has a global presence. The logo’s redesign introduced a new 3D transparent globe, representing clarity, foresight, and AT&T’s expansion of services.


2. Partnership


The Audi logo represents one of Germany’s most established automobile companies.  The circles in the Audi logo represent the four previously independent motor-vehicle manufacturers: DKW, Horch, Wanderer and Audi.



3. Cycles



The multiple orange and yellow bands in the Tide logo can represent circular movement, like a laundry wash cycle.


4. Unity



Created in 1913, the Olympic symbol includes five interlocked rings of equal size, in five hues, representing the gathering of athletes from all over the the world at the Olympic Games. The five colors represented the colors used in national flags.

5. Focus


Target’s logo is one of the most iconic and instantly recognizable logos in history. Studies prove that over 90% of people in America can identify the logo on sight. This bullseye is comprised of 2 red rings with the white space in the center creating the 3rd ring.


6. Feminine



Chanel is one of the most significant fashion houses of all time. Its logo corresponds with elegance and elitism. Designed in 1925 by Coco Chanel herself, it has remained unaltered throughout time and is constantly places and seen in perfumes, purses, shoes, and jewelry.

The logo is two C’s interlocked with each other, but make no mistake–the mind can see this is two interlocked circles. A shape doesn’t have to be complete to be recognizable. Our brains fill in the gaps.

Now that we’ve explained what circular shapes mean, do you gather new meaning from the iconic logos displayed below?

Pepsi Logo





Do you think that a circle-shaped logo is right for you?
When you combine the circle shape with other shapes, fonts, and certain colors, you can intensity its meaning.


Sound off in the comments section below!

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