Smashing Logo Design: The Art of Creating Visual Identities

Chapter 9: Playing with Layout

Here’s a question for you: What’s the best way to arrange a deck of playing cards? Would you opt for the easy way of just placing them flat on the table, or would you be more adventurous and arrange them to create an impressive house of cards? The best way depends on your goal—what you plan to do with that deck of cards. The same principle applies when deciding on the layout for a logo design. The truth: There isn’t a best way at all.

This chapter explores how working with layout doesn’t have to be boring and predictable. As with every other design element, layout gives you the opportunity to be creative.

Working with Alignment

Alignment concerns the placement of the elements in relation to one another. Many logo designers either rush through this part of the process or overlook it completely. But alignment plays an important role in a logo and shouldn’t be ignored.

Your alignment choice will be based on a number of factors:

• The form of the elements: The shape of a mark can dictate the alignment of assisting type in order to achieve balance.

• Where the logo will primarily be applied: If the dimension of the application has either a dominant horizontal or vertical measurement, you’ll want to test whether your design will make the best use of the space available. You may find that you have to offer more than one alignment option for different applications.

• Most important, the subjective opinion of the designer: There are no rules set in stone, ...