The Influence of Logo Shapes on Non Governmental Organization Branding: A Comprehensive Literature Review

The number of global non-governmental organizations (NGOs) is growing yearly, increasing their competition for donations. A strong brand can attract donors and help organizations survive better. When competing for public funding and recruiting volunteers, branding has become critical. In branding, the logo's shape is one of the most important elements influencing stakeholder perception. This literature review focuses on the impact of logo shape on NGO branding, synthesizes current research and identifies the gaps in current research. The main objective is to explore how logo shapes (circles, squares, triangles) influence people's perceptions. And how logo shapes to enhance emotional engagement and trust among stakeholders. This study aims to construct a theoretical framework to advance the current understanding of NGO branding and to provide valuable insights into logo design.