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How do brands communicate personality without saying a word?

The obvious answers are:

• Fonts

• Colours

• Images

But there’s one thing people don’t give as much attention to:

• Shapes

Even subtle details like corners can shape how a brand is perceived.

Pun intended 😜

The right combination of colours, fonts, imagery, and shapes creates a solid visual identity.

This helps your intended brand personality match public perception.

Here’s what a few startups are doing with their corners:

Corners in the Wild

→ BambooHR

BambooHR is an approachable, human-centric HR platform with excellent customer service.

Along with their friendly fonts and calming colours, it also makes sense that they use large, rounded corners for their buttons, shapes, and illustrations.

All of this together forms a nice, welcoming visual identity.

Visit BambooHR

→ Shapr3D

Shapr3D is a mobile-first CAD (computer-aided design) tool that connects design and manufacturing teams.

As an innovative company based on precision and excellence, they present us with satisfyingly boxy layouts and right-angled corners — not a rounded button in sight.

Even their new logo icon is an appropriate box-like “S”.

Visit Shapr3D

→ Canva

Canva aims to be the design tool for everyone. They are an approachable company with user-friendly software, and they want it to be seen as a professional design tool for the industry.

On the overt side, they use friendly colours and fonts with a pleasant handwritten logo.

And for shapes, we can see they take the middle road — using rounded corners ranging from small to medium sizes.

Visit Canva

Nuances That Define Brand Perception

In the nuanced world of brand identity, every curve and angle matters.

The right shapes, colours, fonts, and imagery used in harmony will attract the right audience and make a significant impact.

As such, a skilled designer will consider all aspects of a visual identity — to present your business in the best possible light.

Shape Your Identity; Shape Your Future

Interested in refining your visuals to better attract your ideal audience?

Let's collaborate to craft an identity that reaches the people you want.

See how a seamless design process and professional insights can make your brand work for you.

🤖 Robert

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