The shapes companies select for their logos become their second name and subtly influence our perception. One interesting and non-obvious shape in design is the diamond. Its four sides, set at dynamic angles, make it more expressive than a square and less predictable than a circle. If a square symbolizes reliability, a diamond represents flexibility and the aspiration to break away from the conventional.
Since ancient times, people have associated diamonds with growth and forward movement. For example, many ancient cultures linked the diamond shape to fertility and renewal. In Native American culture, it symbolized growth and protection, signifying the prosperity of a lineage.
In modern culture, the diamond hasn’t lost its popularity. Brands choosing this shape usually communicate dynamism, development, and the ability to adapt to any circumstances. These could include automotive companies, fashion houses, or food and beverage producers. The diamond shape does not set clear boundaries for associations, allowing for unique and interesting concepts.
Below are examples of famous brands that incorporate the diamond in their symbols. Each brand uses the shape differently, filling it with meaning and character. See for yourself what ideas designers managed to convey and how the diamond shape is revealed in these emblems.
Werder Bremen
The logo of the German football club Werder Bremen is an expressive green diamond with a thin white outline. The green color connects to the city of Bremen, where the club originated and has existed for over a century. Inside the diamond is a stylized letter “W” resembling a wave, hinting at the Weser River that flows through the city and gave the club its name. The golden star on top was added after winning the national championship, symbolizing pride in the team’s achievements and ambition for further success.
Buffer
Buffer’s logo is designed as a stack of documents, with the top segment shaped like a diamond. The lower symbols, depicted as downward-pointing arrows, imply sequence or order. The company, created for easy scheduling of social media posts, intentionally uses the stack of papers to hint toward organized and structured processes. The concise black font strengthens the perception of the service’s reliability.
SSC
SSC’s heraldic shield is filled with diamonds reminiscent of a checkerboard. The emblem’s colors are rich, with strict blue alternating with white. The central area is highlighted by a vivid red chevron with a narrow white border, adding dynamism to the symbol. A miniature golden deer head is placed at the bottom. Diamonds here symbolize precision and consistency, matching the strict standards and spirit of the prestigious institution.
Boomerang
Boomerang’s logo has a playful shape resembling a toy cube, though its foundation is a diamond, which is evident from its perspective and side inscriptions. The top of the logo forms a black surface containing a stylized letter “B,” with the word “BOOMERANG” positioned along the sides. The channel’s name resonates with the logo’s geometry: like a boomerang, the diamond can be viewed from different angles, creating a sense of movement and playfulness. The black-and-white color scheme makes the image easily perceived and memorable by children, who comprise the channel’s primary audience.
Cub Scouts
Cub Scouts use a bright yellow diamond with a blue border for their logo, featuring a wolf cub in the center. The wolf symbolizes endurance and team spirit, while the diamond refers to scouting badges and achievement patches earned by organization members. At the bottom is a fleur-de-lis, a traditional scouting emblem. The logo represents the organization’s purpose of uniting children and nurturing their strength and independence through play and adventure.
Dow
The emblem of Dow is constructed around a simple, horizontally stretched red diamond. The diamond is associated with strength and stability, which is logical for an international chemical corporation producing materials used in construction and industry. The brand name is written in bold white letters with neat serifs, emphasizing corporate reliability and the company’s longstanding reputation dating back to the late 19th century.
Binance
The Binance logo features a gold diamond segmented into smaller parts separated by slight gaps in the lines. Inside the figure are small details resembling interwoven chains, associated with the company’s primary specialization, cryptocurrencies and blockchain technologies. The yellow color symbolizes prosperity, financial stability, and a digital future. The clean forms of the font add reliability to the image, pointing to the transparency of processes taking place on the platform.
Knipex
The Knipex logo is executed in a single color: a bright red diamond with white lettering. The company, a manufacturer of tools, chose the diamond to symbolize the quality, durability, and precision of products valued by professionals worldwide. Simple lines and minimal detail communicate a brand’s reliability with a history spanning over a century. The horizontally stretched shape adds stability to the image, fitting well within the company’s industry.
Renault Sport
The Renault Sport emblem consists of two elongated, horizontally positioned diamonds in saturated yellow, touching at a central point. The positioning of the shapes creates a dynamic illusion of acceleration, reflecting the racing character of a division specializing in sports cars and motorsports. The adjacent inscription “R.S..” is written in italicized, sans-serif font, reinforcing the sporty character of the brand and its connection to motion and speed, key aspects of the division’s activity.
Ethereum
The Ethereum logo resembles a precious crystal from a sci-fi film: a vertically elongated diamond shape divided by a thin line of space into two separate figures. The upper part symbolizes digital wealth and virtual value inherent in cryptocurrencies, while the lower part adds balance and harmony, hinting at the platform’s stability. The black and gray palette and strict lines convey the technological and innovative nature of a project that is now one of the leaders in the blockchain world.
McLaughlin
The McLaughlin emblem presents a complex pattern within a diamond-shaped frame, reminiscent of vintage automotive badges from the early 20th century. The blue palette symbolizes the reliability of the company’s vehicles, which are part of the Buick brand. A rectangle within the diamond contains the slanted inscription “Buick,” emphasizing the brand connection. The logo reflects the traditions and classic heritage of automobile manufacturing, which brand enthusiasts appreciate.
Gilera
The Gilera emblem conveys a retro spirit: a central red diamond enclosed within two black rings evokes speed and passion for motorsports. The Italian company, with a longstanding tradition of motorcycle manufacturing, emphasized the diamond’s connection to movement, balance, and the thrill experienced by racers on the track. The brand name is placed along a curve in the center, reinforcing the dynamic composition and ensuring logo recognition.
Disney Princess
The Disney Princess logo looks luxurious due to the contrast between a dark diamond and golden elements. The shape, resembling a coat of arms, is complemented by a sparkling crown made of small diamonds, emphasizing the status of princesses in the Disney universe. The strict geometric background symbolizes elegance and the traditions of the fairy-tale world that the brand has cultivated since its inception. The signature Disney font adds gracefulness to the inscription, evoking the magic and charm of its famous characters.
Navistar
The Navistar emblem is recognizable by its bright orange diamond, divided by black lines into four sectors resembling a compass, symbolizing direction and orientation. The brand is known for trucks and engines, and its logo conveys reliability and precision qualities essential in commercial transportation. The inscription “International” at the diamond’s center reflects the company’s global ambitions, highlighting its leadership in the heavy machinery and powerful truck segment.
UCLM
The UCLM logo features a red diamond, on which white lines form a stylized depiction of doorways with the silhouette of a person at the center. The symbol carries deep meaning and leaves room for interpretation. It can be associated with the educational process, symbolizing the journey towards knowledge and unlocking human potential. The absence of text enhances the mystery and appeal of the graphic design.
Togg
Togg’s emblem is minimalist: two bright-blue segments of a diamond pointing in opposite directions surround a central void, creating a transparent diamond. The symbol reflects the company’s commitment to innovation and the future of automotive manufacturing. The geometric emblem is accompanied by a reserved name in a lightweight black font. The color emphasizes the brand’s ecological orientation and fresh approaches within the industry.
Lee Cooper
Lee Cooper’s red diamond serves as a background for a free-flowing, nearly handwritten white inscription, reflecting the style and spirit of the British denim brand. The brand emerged in London in 1908, and the diamond, resembling a quality stamp, symbolizes durability and freedom provided by comfortable clothing. Over its more than a century-long history, the logo has evolved, but the diamond has remained unchanged.
Mitsubishi
The Mitsubishi logo consists of three diamonds joined at the center. The brand’s name translates to “three diamonds,” hence, the company’s founders chose this shape. The red color symbolizes confidence and dynamism inherent in cars and technology. The figure combines simplicity and style, highlighting the brand’s Japanese origin and pursuit of precision in every detail.
Rosenborg
Football club Rosenborg chose an elongated horizontal diamond for its emblem, executed in a classic black-and-white color scheme. The strict shape and central vertical stripe symbolize the strength and determination of the team from Trondheim, Norway. The letters “RBK” in the center and the club’s founding date (1917) inscribed on the sides reflect the tradition and history of one of Norway’s oldest and most successful football clubs. Two golden stars above the emblem mark the team’s numerous national championship victories.
Orkin
The diamond in Orkin’s logo is strict. The red color hints at danger, which the company, specializing in pest control, fights against. The geometric shape resembles a warning sign, and the white letters provide contrast, strengthening the sense of reliability and protection. The company, operating for over a hundred years, chose an emblem emphasizing its fight against unwelcome guests.
Ranz
The logo of the Chinese brand Ranz uses a futuristic diamond with a steel shine and a bright green accent inside. The green color symbolizes the eco-friendliness of vehicles produced by the company, specifically by the FAW-Toyota division, which is focused on electric vehicles. The metallic diamond conveys technological sophistication and the brand’s reliability, creating new-generation cars aligned with modern innovation and environmental care ideas.
Dinamo Kyiv
The football club Dynamo Kyiv’s emblem is executed as an elongated blue diamond with a double white outline. The diamond shape is a classic choice for sports clubs, reminiscent of sports awards and badges of honor. The cursive letter “D” is at its center, which has become the club’s signature. Above the diamond, two golden stars symbolize landmark victories in championships. The symbolism emphasizes Dynamo Kyiv’s status and achievements over the decades.
Blue Buffalo
The Blue Buffalo emblem resembles an unusual postage stamp featuring a dark turquoise diamond framed by a lighter turquoise border. Miniature diamonds repeat the main geometry along the perimeter. Inside, the word “BLUE” appears prominently, topped by a bright turquoise buffalo running forward, symbolizing strength and natural energy. The use of the diamond is symbolic: it implies a seal of quality and guarantees natural ingredients in the pet products the brand specializes in.
CIBC
CIBC’s emblem features an unusual diamond: it appears folded from a wide burgundy ribbon, creating the illusion of a three-dimensional figure. The symbol seems slightly rotated, offering viewers a dynamic angle. The bank, aiming to highlight the openness and reliability of its services, chose this shape to convey stability and security. Simple burgundy letters complement the design without distracting from the main symbol.
Vancouver Whitecaps
The Canadian football club Vancouver Whitecaps’ emblem is based on a vivid association with the nature of British Columbia. The main figure is a multi-layered diamond visually resembling the snowy mountain peaks surrounding Vancouver. The colors dark blue, sky blue, and white capture the atmosphere of winter mountains and snowy summits. The club’s name appears at the center in white letters against a dark blue background. The diamond symbol highlights the local geography and the club’s proximity to Canada’s majestic nature.
Volotea
The Spanish airline Volotea chose a diamond symbolizing the ease of flight and movement toward new destinations. The brand’s emblem features an airy red-and-white diamond with a checkerboard pattern, stylized to appear assembled from small ribbons. The word “Volotea,” written in a large, modern sans-serif font, is placed to the left, completing the image. The diamond symbolizes route diversity, intersecting paths, and the company’s aspiration to explore new corners of the world.
CASA
The Spanish aircraft manufacturer CASA reflects simplicity and technological sophistication in its logo. A minimalist image of a bird in flight complements a deep, dark-colored diamond. It symbolizes freedom, reliability, and high-quality aircraft produced by the company since the early 20th century. The strict font emphasizes the industrial character and reputation of the company as a leader in Spain’s and Europe’s aerospace industry.
Dropbox
Dropbox uses diamonds in its logo, forming a stylized open box. They have become symbols of the service’s main function, file storage and transfer. The composition comprises five blue and one white diamond, creating open space inside the box. The shape emphasizes the simplicity and convenience of the service, as diamonds are arranged neatly and easily, analogous to the simple and convenient handling of digital documents.
Rivian
The emblem of the American electric vehicle brand Rivian consists of a stylized diamond formed by four separate parts. The shape resembles a compass, symbolizing the company’s pursuit of exploring new territories and technologies related to electromobility and sustainability. Smooth lines, gentle curves, and the absence of sharp angles create a sense of safety and comfort, aligning with the company’s mission of producing innovative vehicles for adventures in nature and urban environments.
Borgward
The Borgward emblem looks prestigious and vintage, reminiscent of classic automotive badges from the past century. A diamond with convex sides is divided by a horizontal silver stripe bearing the brand’s name in the center. This creates an association with a car radiator grille, an automotive design element. Red and white segments divided diagonally emphasize the brand’s heritage, hinting at historical German roots. The diamond symbolizes balance and harmony, which the company strives to maintain between tradition and innovation in car manufacturing.
Tabasco
The diamond in Tabasco’s logo resembles the label of an old-fashioned bottle. Its deep red outline creates a frame for the brand’s signature inscription, executed in dark green lettering. Inside the shape is the semi-circular name of the manufacturer and the sauce’s place of origin, the legendary Avery Island. The composition looks authentic, and the diamond shape adds graphic rigor, reflecting the long-standing tradition of producing the famous pepper sauce.
Umbro
The iconic symbol of the British brand Umbro is built around a dynamic diamond shape, reflecting the sporty nature of the brand. The central red diamond, reminiscent of a football pitch, is enclosed within a strict double black outline. Below the emblem is a simple lowercase inscription symbolizing Umbro’s confidence and directness. The diamond shape reflects the playing field, emphasizing tradition and strength, highlighting the connection to football, where the brand initially established itself.
Clorox
The energetic diamond in the Clorox logo resembles an elongated shield with a red outline, underlined by a thin yellow line. The blue background supports the main inscription highlighted in large white letters. The shield shape is symbolic, as the brand specializes in household chemicals known for protective qualities. The color scheme and shape relate to an image of cleanliness and product effectiveness.
Renault
Renault’s updated logo consists of two thin interwoven outlines forming an elegant diamond with visual gaps at the line intersections. The geometric shape conveys balance and reliability, essential attributes of the automotive brand with more than a century-long history. The diamond, known among brand enthusiasts as the “Renault diamond,” first appeared in 1925, symbolizing the quality and durability of the company’s vehicles. The modern version emphasizes minimalism and the technological nature of the brand.
GOT7
The GOT7 logo is built around a stylized letter “G,” drawn as a diamond with an open contour. The K-pop group chose this geometric shape to convey the idea of strength and team unity, reflecting the character of their performances and the friendship among members. The black color highlights the artists’ serious approach to their work, while the diamond shape adds lightness and memorability to the logo. The modern font of the group’s name, placed beneath the symbol, complements the overall style.
Conclusion
The diamond in logo design has ceased to be a random geometric shape. It is used by many companies, from automotive giants and sports clubs to tech startups and clothing manufacturers. Despite its simple form, a diamond can express speed, ambition, and the pursuit of new horizons. By choosing this shape, designers can convey a great deal without unnecessary words, balancing strictness and expressiveness. Although the diamond appears to be a clear symbol, it reveals itself differently each time, ensuring logos featuring diamonds remain relevant throughout the years.