The picture below, is of Olive View Hospital, 1971 San Fernando Earthquake, CA, US San Fernando, California, Earthquake February 1971.
Here is another view
The spiral column displaced 18" from center and is still in good shape and taking load, where as the rectangular columns with ties behaved as below.
This difference in behavior is attributed to the greater confinement spirals provide resulting into a better "Poisson ratio" & Improved ductility of the system overall. FYI, this building had a soft story and also had hammering due to RCC Core Wall not separated well enough from adjacent part of building.For your question about rectangular or circular column, I would say Circular are good if required for use in high seismic zones and are provided with spirals instead of circular ties. Circular Columns are aesthetically beautiful too..