What are you expressing with your logo’s shape? The answer is: something! Even if you haven’t put thought into the shapes of your brand’s logo, it’s likely that your customers have on a conscious or subconscious level.
What’s the difference between a circle and a square? How does a zig-zag make you feel, compared to a wavy line? Whether you realize it or not, your mind tunes into shapes in a highly-sophisticated way—it actually approaches the sophistication of language, and may hearken back to the very first humans who decided to communicate an idea by drawing a shape.