1. Brandi Starr | September 9, 2011 at 3:36 pm

    Nice post and very good advice. I agree that logo variations are needed but as you stated staying consistent is key. I have seen small business owners have so many variations of their logo it totally looses it’s identity.

    In addition to what you have here tall slender logos seem to not fit anywhere nicely. I’ve generally always avoided them.

  2. Emily Brackett | September 9, 2011 at 3:47 pm

    Brandi, Thanks for chiming in. I agree, it seems that a tall, slender logo is setting yourself up for lots of frustration!

  3. Mike Smith | September 11, 2011 at 9:04 pm

    Good advice and flexibility with it. Not something many think about and yet its so important. Funny how we don’t really registar all the logos around us, but our subconscious does and that impact on our decision to buy.

  4. Kristi | September 12, 2011 at 2:51 am


    If only I had seen this earlier! I am in the process of creating my personal logo and am just about finished. But I’ll definitely save this for a future reminder. Thanks for the advice.

  5. Emily Brackett | September 12, 2011 at 9:22 am

    Kristi, Maybe it’s not too late? That was sort of our feeling as we were underway with the client project. But we forced ourselves to reevaluate some things and I think we have a stronger logo.

  6. Floris Voorveld | September 12, 2011 at 5:31 am

    It is said that the right proportion, in order of recognition, is 1:2,25. Your eyes individually cover an 1:1 area, if you add 1:0,25 of the area between your eyes you’ll get 1:2,25.

  7. Emily Brackett | September 12, 2011 at 9:23 am

    @Floris, Thanks for that detail. I was looking for the specific numbers that drive the wide screen ratios.

  8. Patricia | September 12, 2011 at 9:19 am

    I personally favor the rectangle, but the square one is more usable and ad friendly. Hey! Did you see the arrow in the Fed-Ex logo?

  9. Geoff | September 12, 2011 at 10:06 am

    Your very last bullet about consistency is absolutely critical. I agree with you that’s it’s ok to have a few variations of your logo, but the exact colors used, fonts, and scale of design aspects should be consistent across media.

    I’ve seen one small company lose control of their logo and ended up with one version in baby blue, one in navy blue, and one in between (and these were not variations of design) and it looks very unprofessional.

  10. Becci Arbour - Promotional Products | September 14, 2011 at 3:37 pm

    Nice post. Don’t forget to create logo guidelines.

  11. kool design | February 8, 2013 at 10:41 am

    You are absolutely right that shapes do matter in logo designing. I will say infect logo designing is the name give shapes to text and images. So shape is the most important thing in logo designing field.

  12. Susan | June 19, 2015 at 2:10 pm

    Like the British airways, are there other companies that have used different versions of the same logo, maybe on product or uniform

  13. Lois | April 28, 2019 at 5:41 pm

    I am a former design instructor and 30 year design veteran. A circle is the best logo because it can be placed anywhere on a page, especially if symmetrical. Not that there’s anything wrong with something else. To me the best is the one that communicates what your firm does best since it is an identifier.

    Another point is that they are called a mark, with a logo just being a type of mark. This book may be considered retro but it covers this and the different types of marks. I used it when I taught. Something some current day design instructors don’t seem to know but rather rely on a colloquial term. But in real true marketing circles, at least once upon a time, they got called marks. I think it is more accurate. But then, I am old school being semi-retired.

  14. Lois | April 28, 2019 at 5:43 pm

    I forgot to post the link to the book. I am getting old. I also can’t believe what it sells for today. Geesh! For a paperback.


    Sorry it’s not typeset.


  1. BizSugar.com

Join the Conversation