What is the best shape for a logo?

The best shape for a logo is a square or a horizontal rectangle. These are the most common shapes for logos, so consumers already feel comfortable with them. However, many brands take the basic concept of a square or rectangle and play with it a little.

For example, Microsoft uses four small boxes to create one big multi-colored square as their logo. Similarly, Dominos uses two squares side-by-side to make a rectangle.