Contours of Trust: The Power of Shape in Sustainability Labels

ABSTRACT Despite extensive research on the effectiveness of sustainability labels, the role of logo shapes in conveying sustainability attributes remains underexplored. Our research investigates how angular versus circular certification logos can influence consumer trust and perceptions of sustainability. Findings from six studies (four experimental studies and two surveys, N = 1606) reveal that angular shapes, associated with strength, competence, and reliability, are more effective for environmental sustainability labels that emphasize technical proficiency and ecological competence. In contrast, circular shapes, associated with warmth and inclusivity, are better suited to social sustainability labels, which focus on values like fairness and community well‐being. These insights provide actionable recommendations for brand managers, logo designers, and policymakers seeking to optimize sustainability communication through strategic logo design.