Logos that Last

Chapter 5

Brand Extensions

Let’s go back to our example of the client asking you to “make the logo bigger.” As I stated previously, in most cases the size of the logo is not the real issue. The real issue is that the branding in the layout is not strong enough. The way to keep your design work “on-brand” is to integrate the geometry of the brand mark into as many brand elements as possible. Integrate it into the patterns, the icons, the badge shape, photo crops, and photo art direction.

A well-designed brand should remind you of the brand mark at every touch point without needing a gigantic logo on each page. Once I began integrating the DNA of the brand mark into all of the other design elements, I have not been asked to “make the logo bigger.” ...