They say beauty is in the eye of the beholder, but it helps if the object of your gaze is symmetrical. Studies show humans associate symmetry with attractiveness and well-being—a concept that applies to brand logos. 

Symmetrical logos are among the most common and effective forms of brand identity and imagery, from McDonald’s iconic golden arches to the chic interlocking C’s of the Chanel logo. Here’s how to tap into the power of a symmetrical logo for your brand.

What is a symmetrical logo?

A symmetrical logo is a brand symbol with equal balance along a central axis. In other words, in a symmetrical logo design, one half of the logo is a mirror image of the other when split along the central axis, vertically or horizontally—or sometimes both. By contrast, asymmetrical logos feature halves that differ in layout, color, or size and don’t mirror each other.

A symmetrical logo’s congruity conveys a sense of balance, order, and visual harmony. “Symmetry represents order, and we crave order in this strange universe we find ourselves in. ... [It] helps us make sense of the world around us,” American scientist Alan Lightman told the BBC. 

Use symmetry in logo design to convey reliability and trustworthiness to your target audience and potential customers. Work with a professional graphic designer or use tools like Shopify’s Free Logo Maker to access templates that generate personalized, symmetrical brand logos. 

Benefits of a symmetrical logo

Logos are often the first interaction potential customers have with a brand, making logo design crucial to any business identity. Using symmetry in logo design has many benefits:

• Aesthetically pleasing. Symmetry conveys a sense of order that’s visually satisfying. Polished design can also convey a professional brand identity. 

• Memorable. Because symmetry naturally draws the eye, a symmetrical logo can help boost brand awareness. If your brand’s logo becomes memorable, consumers can better recall your products and values while shopping.

• Trustworthy and reliable. A visually organized, symmetrical logo can lead shoppers to associate that sense of balance and reliability with your brand.

Symmetrical logos may not suit every brand, though. If your brand personality is bold or edgy, an asymmetrical logo could better represent your values. 

How do symmetrical logos work?

The science behind symmetrical logos is rooted in human behavior. Psychologically, it’s soothing to see symmetry in nature—whether you see it in snowflakes, honeycombs, flowers, or starfish. The idea that symmetrical faces are more attractive and indicative of better health and wellness is part of evolutionary advantage theory, the idea that humans have a biological predilection toward genetic perfection. 

Brands applied this same concept to graphic design. Gestalt psychology, a movement born in 1920s Berlin, cemented the power of symmetry, building on the idea of Gestalt—a German word that refers to unified patterns, images, or structures—to understand how humans perceive an object wholly rather than as a sum of its parts.

According to theorists Max Wertheimer, Wolfgang Kohler, and Kurt Koffka, humans organize the complex and disparate visual signals we receive into unitary forms to process them quickly. Their theories helped inform trends in graphic design that focus on simplicity, similarity, and symmetry to convey meaning and brand messaging more effectively.

4 types of symmetrical logos

1. Reflectional symmetry logos
2. Rotational symmetry logos
3. Translational symmetry logos
4. Glide-reflectional symmetry logos

There are four main types of symmetrical logos:

1. Reflectional symmetry logos

Reflectional symmetry logos are images in which one half of the image mirrors the other along a vertical or horizontal axis. The mirror symmetry style is simple, traditional, and effective, with timeless appeal. 

Many of the biggest brands in the world have famous symmetrical logos in this format, including McDonalds and Motorola. The Airbnb logo also uses reflectional symmetry to convey multiple meanings: the letter A, human connection, travel destinations, and love symbolized by its inverted heart shape.

2. Rotational symmetry logos 

Rotational symmetry logos are designs that remain identical when rotated around a central point and often feature spherical, hexagonal, or star-like shapes. Logos with this form of symmetry convey motion by prompting viewers to mentally rotate the logo, invoking a moving bike wheel or spinning top.

Popular rotational symmetry logos include the Target logo and the Walmart logo. Walmart uses rotational symmetry to create a visual “spark” designed to radiate “energy and optimism wherever it appears,” according to the company. Walmart uses it as a nod to founder Sam Walton’s innovation and creativity.

3. Translational symmetry logos 

Translational symmetry logos are not perfect mirror images but incorporate a symmetrical component. In these logos, a design element moves, or translates, in a specific direction without further change to its appearance. This motion creates a pleasing repeating pattern like a deck of playing cards fanned out in a straight line.

Examples of translational symmetry include the PBS logo and the Audi logo. PBS uses translational symmetry for the heads inside its shield to represent its community of viewers.

4. Glide-reflectional symmetry logos

Glide-reflectional symmetry is a more subtle form of symmetry in which part of the graphic demonstrates reverse symmetry. Designers flip and translate the glide-reflection element to create a logo that doesn’t mirror the other half but remains cohesive. 

The BMW logo features this form of symmetry in its colors as a nod to the Bavarian flag. Other examples include the Hyundai logo and the Red Bull logo. Red Bull uses glide-reflectional symmetry to showcase its sparring bulls in front of a golden light, intended to represent energy and stamina.