Law 16 of The 22 Immutable Laws of Branding.

This was an interesting chapter that reaches into the design realm. After reading it I was left without a definite idea of what I thought about the chapter, and therefore want to just talk about what was said, what I think and questions I have as well.

To begin with, there was a specific shape, proportions even, given to which the human eyes react to the best. Since our eyes are mounted side by side the best ideal shape for a logotype would roughly be two and a quarter units wide and one unit high. I have no scientific knowledge about this, but it makes sense, but doesn't rule out other shapes and proportions. The Golden Section doesn't fit the proportions stated, and its the most commonly occuring proportion system in the universe. My thoughts; a pretty good rule of thumb, but nothing set in stone.

Of equal importance is the typeface choice. I'll whole heartedly agree with this thought. In a world with 999,999 (give or take a few) typefaces, the choice for a logotype is important. The typography is often used to convey a mood or feeling about a brand, and therefore need to be exaggerated in order to do so. San serifs = modern. Serif = classic/old fashioned. Thick = masculine. Thin = feminine. Those are extremely broad examples but they usually hold true. But as designers that usually doesn't cover our concept enough so we manipulate letters and symbols to convey the brand. Some end up being more successful than others. Fendi and Ralph Lauren's identities both work well for the brand, but its the name itself in these cases that communicate the power of the brands, not so much the identity, or typeface chosen. My thoughts; pick a legible, respectable typeface that corresponds to the brand.

Finally the idea of a symbol is more or less thrown out the window. Nike's symbol works, but that's because its been burned into our minds. At matchstic we haven't worked with clients as massive as Nike so I question why symbols are demonize. In the identities I've come in contact with, a symbol can communicate core ideas quickly and concisely. My thoughts; don't rule out a symbol. Some are pretty nice sometimes.

_gern

post script. there's a hidden if you search for them.

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