Composition is one of the most important issues in graphic design, especially when creating logos.
More than once you will have seen a logo that is poorly composed, that is, that the logo is unbalanced with respect to the icon and the claim, which highlights the slogan more than the logo itself, which “weighs” more on one side than the other (that is, everything is too concentrated to the left or right and our eye goes that way), etc.
Therefore, in this post I am going to reveal to you some tricks to compositionally design a logo in the correct way, both in terms of size and structure and color.
Before starting, I want to explain to you that the logo is made up of the typeface of the brand name, which can be accompanied by a symbol, and usually also has a claim: a short slogan that defines what the brand is about.
In this post I refer to the “logo” as the typeface and icon (if any) of the brand and the claim as the logo’s slogan.
Size and Weight of a Logo Design
With regard to the difference in size or weight that the logo should have on the claim, it isadvisable that the logo has greater importance, leaving the claim simply to be an accompanimentthat we can do without, but still have a logical size for that we can read it.
Regarding length, the ideal would be for the logo to be shorter or slightly longer than the claim. How do we know when it is too long or too short?
As I show you in the example, you should try that, at least, the claim occupies half of the logo but never more than its double. That’s where font size comes in.
As I have already told you before, the main thing that should stand out is the logo, so do not rush up the size of the font. But remember that the claim, if used, should always be read.
Compose a Logo Design with a Claim
If you find yourself in a situation in which yes or yes you must compose a logo with a claim that is extensive, my advice is that you do not try to put everything in one line, because it will be unbalanced.
The best thing in these cases is to separate the sentence into two or three parts that make sense. That is, don’t break the sentence in half. Divide it up so that each part makes sense, and then put the little paragraph below the logo.
When you design a logo, you have to think about the different applications where you are going to use it, from the smallest to the largest.And in all of them the logo must be read and understood.
There are times that you will find that you must use your logo (and claim) in very small sizes, so that the latter is lost and cannot be read. The best thing in these cases is, either you delete it, or you look for new ways to locate it next to your logo without diminishing its importance, as I show you in the images.
Logo Design which stands out
Another great trick to deceive the eye and make the logo stand out visually above the claim, in addition to the size, is the color.
For the claim, choose a color, either from the same color range, or from a color range that is complementary to that of the logo, but that has a lower hue.That is, to accompany and act as a support but not to attract more attention than the color of the logo.
The claim colors are usually a little softer, lighter, in order to focus all attention on the logo design in UK. As I show you in the picture.
Now you know some basic tricks for logo composition. I recommend that you put them into practice in your identity and you will see how you get a small big change.
Although you know what I always say; that the rules sometimes have to be broken and that by trying and taking risks you can also find new forms and designs that can be functional. Everything is trying!