From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

Unlock this course with a free trial

Join today to access over 22,600 courses taught by industry experts.

Logos

Logos

From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

Start my 1-month free trial Buy for my team

Logos

“

- [Instructor] Blank number seven. Logos are most effective when they set you apart from competitors and have a distinctive horizontal shape. The simplicity of a well-designed logo is deceptive. Creating a clean and memorable logo that sets a brand apart from its competitors is a true craft. So how do you design a great logo? One of the most important things to bear in mind is how a brand's logo fits the eyes of the person seeing it. That's law 16, the law of shape. Think of the human face. Our eyes are laid out along a horizontal line. The most visually striking logos mirror that line. More specifically they'll ideally be around 2.25 units wide, and one unit tall. Take the rental car company, Avis, the letters are cleanly laid out along a horizontal axis and make a striking impression. Now compare that with the logo of the American restaurant chain, Arby's, with its visually messy vertical outline of a cowboy hat. The…

Contents