October 2009
Intermediate to advanced
272 pages
5h 1m
English
Content preview from The 22 Immutable Laws of BrandingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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16 THE LAW OF SHAPE
A brand’s logotype should be designed to fit the eyes. Both eyes.
A logotype is a combination of a trademark, which is a visual symbol of the brand, and the name of the brand set in distinctive type.
Logotypes come in all shapes. Round, square, oval, horizontal, vertical. But all shapes are not created equal in the eyes of the consumer.
Since the eyes of your customers are mounted side by side, the ideal shape for a logotype is horizontal. Roughly two and one-fourth units wide and one unit high.
This horizontal shape will provide the maximum impact for your logotype. This is true wherever the logotype is used: on buildings, brochures, letterheads, advertisements, or calling cards.
This horizontal bias is especially important ...
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