Brand building | Round logos communicate stability and endurance

In logo design, a circle is used to convey stability and stasis. It’s the reassuring shape that says, “we’re here, we’re settled, we’re steady, you can trust us.”

Furthermore, research is pointing to Asian consumers preferring round logos to square ones (click here for my related blog post on this subject).



Above, an object in nature tends toward a stable, resting state, as seen in a water droplet. Splashed water beads up — draws inward — and comes to rest in a circle, the shape of greatest equilibrium.

Inspiration: Before & After


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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