Principles behind Logo Design
Any piece of art that you create follows certain principle for it to be not only functional, but also aesthetically pleasing; and logo design is no exception to such rules. Application of these principles will determine your efficacy in conveying your message through your design, as well as its overall appeal. While there is no correct way to apply these principles, having a plan in mind will help you in creating your overall design.
Imagine you have two weights in both hands, one 5 pounds and the other 2. For a few minutes you may walk comfortable, but soon you’ll need to shift stuff around to create some semblance of equality, right? Balance operates the same way for a logo. Visual balance is achieved when you do not cram too many elements to one side, making it ‘heavier’, unless this is done knowingly with the intention of invoking tension or specific moods by the designer.
Proximity refers to the closeness and/or interrelationship between elements on a page. It determines unity of elements, which can also be achieved by connecting distant parts with a joining element. To understand, imagine you’re at a cocktail party observing people. Depending on how they are positioned, you can determine who are close friends, strangers, or awkward acquaintances. Design can also use a lack of unity to convey a certain message.
Alignment of graphics on a page makes a logo easier and or more difficult to read and process, as well as, brings excitement and promotes familiarity between elements. Seemingly chaotic elements properly aligned can result in a tasteful piece of art, which some designers aim for depending upon their end goal. However, you must be keen to not have too much misalignment, as one’s work will appear too busy.
Once you have picked out a colour or design motif for a company’s corporate image, it’s important to maintain the same blueprint throughout all designs for that company; therefore, it is important to pick out a design that is versatile. This makes your design easy to pick out and identify, as well as builds recognition for your brand over time. Just like how stop signs will always appear red no matter where you go.
Big elements versus small ones, black text on a white background, squares versus circles, defined shapes versus undefined silhouettes. These are some of the details you can utilize when implementing contrast in your design. For example, it is like how all basketball players on a court look similar, but on the street are much taller than an average person. Conclusively, it is how one places elements in relation to each other that produces a contrast.
Logo designs that place too much text, elements, and graphics within a small space look excessively busy and impossible to read and process. This is similar to being in a pile of rugby players fighting to catch a breath of fresh air. Conclusively, white space releases tension in a design and gives it room to breathe, so that consumers are able to interpret your design precisely.