The previous chapter (3. Basic logo elements) was about the effects of shapes and the associations with shapes. This chapter takes a step forward.

Here, I would like to go into detail with the associations that are evoked by certain elements - but not the associations themselves, rather how they are used in the surroundings.

For example: How does a portrait format logo come across? Is there a difference to the effect of a logo in landscape format? Does the choice of colour play a role?

I would like to give you an understanding of the topic in this chapter.

Subpages concerning logo design:

Format


I've mentioned that the format also evokes certain impressions and associations. 

Proportions


Differences in size between the individual elements are often used to create a contrast. However, you should pay attention to not force the smaller element into... 

Symmetry


We humans perceive symmetry as harmonical. We recognize symmetrical logos more easily, and they signalize a form of stability. This is why we often use symmetry... 

Combination


When combining different elements in a logo, you run the risk of making the statement of the logo more imprecise. Hence you should weigh up which elements are n... 

Colours


The choice of colour is a tender subject in logo design. Sometimes it is better to design a logo in colour, in some cases it may be necessary. However, you shou... 

Distortion


Today's vector-oriented layout programs already feature very simple, technically mature instruments for the cause: The distortion of elements or the distortion ... 

Spatial design


You can also create a little spatial depth in two-dimensional logos. This may be achieved by adding a shadow, by creating a relief with logo elements, or by usi...