Consistent Visual Proportions by Jonathan Munk
There are volumes written on the science of typography and effective use of visual proportions. Most small business owners don’t need to worry about learning all the intricate rules of design proportions when they get a company logo designed. The best thing to do is leave it up to a professional designer to worry about what kinds of proportions are easiest on the eyes. You’ll be able to tell if a logo looks “right” or not.
But anyone getting a logo designed ought to know that keeping proportions consistent is of utmost importance in establishing a strong brand identity. Remember, the eye recognizes things in a specific order: first is shape, followed by color and words. So if you aren’t keeping your logo’s proportions the same, it can take away from the influence of your logo.
Consistent spacing is the key to good proportions. Space between letters, words, and icons, as well as the space between a logo and the company tagline should all be kept consistent. For example, if the space between words is the equivalent of two letters, make sure that never changes.
Establishing a strong brand identity requires consistent messaging, and part of that means a company’s logo needs to be able to send the same message every time the logo is used. Keeping consistent proportions can help you achieve that goal.