The circle has been adopted in every conceivable domain of human experience, from money and art to architecture and religion, as Manuel Lima, author of The Book of Circles, points out. It’s a shape rich with meaning, used across cultures and eras to express ideas that are both universal and timeless.
Numerous studies have shown that we are able to demonstrate our appreciation of these shapes even before we can speak. Therefore, this preference isn’t just aesthetic; it’s instinctive and emotional.
Given this emotional connection, it’s no surprise that many brands whose core values include trust, reliability, and approachability incorporate circular elements into their visual identity. Circles can definitely help express a story, a purpose, and a vision for the future.
“Circles are more than shapes, they are symbols of connection, continuity, and care.
In visual identity, few forms carry such immediate emotional resonance, that’s why, for our project with Fondazione Cariparma, the circle became the foundation — not just a form, but a metaphor. We’ve chosen the expressive power of the circle to tell a story of community impact and positive transformation.
In this month’s newsletter, we explore why circular design speaks so intuitively to us — and how this geometry helped us shape meaningful and modular brand systems.”
— Florencia Picco, CEO & Creative Director
