15. Shape and Meaning
Shapes can also be used to illustrate a product or service, either literally or figuratively. Shapes can build on each other to tell a brand story and enhance the meaning of a brand identity. The Go logo references two primary shapes—a circle and an arrow—to convey a sense of the product in use (a golf ball being driven forward) on packaging and the product itself.
Heath Beeferman, Matt Blackburn, Greg Feist