Gold nanocrystals with well‐defined shapes are becoming more crucial in application fields as diverse as catalysis, plasmonics, sensing, drug delivery, and therapeutics. To accomplish real applications on a large scale, a tight control over the size and geometry of the nanoparticles is essential. During the last decade, a new view has emerged: the planning of the properties of nanoparticles based on the control of their morphology. This rational design of particles with desired properties requires strategies to control the nucleation and growth processes. This review provides an overview of applications, properties, characterization, and procedures for the growth of nanoparticles with well‐defined shapes, emphasizing the differences between the controlled growth of single‐crystal and twinned gold nanoparticles.