Every company wants to be trusted. Especially when they’re dealing with something as big as your home. That’s why a small real estate agency named HomeRoot decided to redesign their logo. Their mission? To make people feel safe, understood, and confident when they saw the brand. But they didn’t just wing it. They tested and tweaked their designs until they found one that clicked with the people.
TLDR (Too long, didn’t read):
HomeRoot, a real estate agency, tested different logo shapes to see which one made people feel the most trust. They discovered that rounder shapes felt friendlier, while sharp logos seemed professional but cold. They used a smart user testing method involving A/B tests and feedback surveys. In the end, data led them to a logo that made potential customers feel more confident.
Why Logo Shape Matters
Shapes tell stories—without saying a word. Your brain reacts to them before you even know it. A circle feels soft, warm, and safe. A square feels balanced and reliable. A triangle? Sharp, focused, sometimes even aggressive.
This is called shape psychology. It’s a thing! Branding experts use it all the time to make you feel certain emotions just from a logo.
HomeRoot cared about this because they help people make big life decisions. They knew their customers came in nervous, full of questions. The wrong logo might push them away. The right shape could invite them to stay.
The Experiment Begins
They started with five logo designs. All had the same name—HomeRoot—but came in different shapes:
- A round emblem that looked like a home badge
- A square frame with a house icon inside
- A logo made entirely with soft, flowing lines
- A stretched triangle roof over the name
- A combo of a square and circle, like a house inside a bubble
Each one gave a different vibe. Some felt cozy. Some felt bold. Some confused people!
So… Which One Worked?
They didn’t guess. They tested!
They used a method called A/B testing with micro-surveys. Here’s how it worked in a nutshell:
- They showed users two logos randomly.
- The user picked which they liked more.
- A quick question followed. For example:
“Which logo feels more trustworthy?”
Each person only saw quick choices so their gut reaction could guide them. No deep thinking—just feeling.
They Asked the Right Questions
Design isn’t just what looks good—it’s what feels right. So the HomeRoot team asked survey questions like:
- Which logo seems more trustworthy?
- Which one feels more friendly?
- Which logo would you expect to see on a professional website?
- Which feels too cold or unfriendly?
This helped them separate “pretty” logos from “effective” ones. Sometimes, the most stylish choice didn’t win.
The Shape of Trust Revealed
The data spoke loudly: rounder shapes won big when it came to trust.
The fully circular badge logo performed best on trust and friendliness. People called it “warm” and “welcoming.” The flowy lines also did well—but didn’t feel strong or confident. The triangle-based logo seemed “sharp and possibly techy,” which wasn’t what homebuyers wanted.
Square logos got mixed results. People felt they were reliable, but not very exciting. So the team had a decision to make. A square might make them look too stiff. A circle might make them seem too playful.
The Final Combo
So HomeRoot did something smart: they blended the shapes.
They redesigned their favorite circle logo with subtle square edges. The house in the center stayed, but the badge became a square with slightly rounded corners. This gave them the best of both worlds. Trust + reliability.
They also adjusted the colors to match. Warm colors like soft blues, light greens, and gentle earth tones worked best. (Bright red logos actually scored lowest!)
The Magic of Micro-Feedback
Here’s what made their testing smart and simple:
- Each test only took users 20–30 seconds.
- Feedback was specific, like: “This one feels like a real estate agent I’d talk to at a local coffee shop.”
- They collected feedback from both potential customers and people outside the industry.
This mix helped give a fuller picture. After all, their brand would be seen everywhere—from lawn signs to Instagram!
The Aftermath: Logo in Action
Once the final logo was chosen, the team started using it across their brand:
- On their website header
- In their email signature
- On “For Sale” signs on lawns
- Even on client welcome boxes
They tracked how people reacted over three months. Site conversions went up. More people clicked on listings. Clients said the brand “felt more professional but still personal.”
What You Can Learn From This
You might not have a real estate agency. But if you have a brand—even a side hustle—this still matters.
Here are a few key takeaways:
- Shapes matter more than you think. Circles = safe. Squares = strong. Triangles = edgy or aggressive.
- Small user tests work wonders. You don’t need a giant budget to get valuable feedback.
- People choose with emotions first. Then they justify with logic.
- Trust is visual. One glance can say, “This company feels right.”
Final Thoughts
HomeRoot didn’t just pick a pretty logo. They chose one that made people feel good. By combining design smarts with fast user testing, they created a brand that built trust at first glance.
Want to try something similar? Next time you update your logo, test a few shapes. Ask a few users. Listen less to opinion, and more to data. Your brand will be better for it!