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

In general, originating from the basic grid, a logo can be designed in quadratic, portrait or landscape format. Which format you choose, depens on several aspects:

  • Intended use of the logo (ballpen, spine of a book)

    Area around the logo (e.g. letter paper)

Fields of use for landscape logos:

Landscape logos are best used for signposting and (most times) for product packaging. If the logo cannot be placed in landscape format, it may also be rotated.

Fields of use for portrait logos:

These logos are well-suited for flags, business cards (if they're in portrait format as well), bottles etc.