A New Business Logo - its more than aesthetics.
Designing my new business logo was more than just creating a visual appeal from the street, it was a deep exploration of design principles: figure and ground, materiality, scale and proportion, alignment, balance, rhythm, contrast, hierarchy, unity, emphasis, and simplicity.
Figure and Ground:
The logo itself takes shape in the negative spaces of the letter “J.” Not only does this create visual interest but it also subtly reinforces brand identity. This design choice ensures that the logo is memorable and easily recognizable, enhancing brand recall.
Materiality:
It’s constructed from vertical 2x4s, which contrast against the horizontal 1x4 wood screen behind. The contrast between the vertical 2x4s and the horizontal wood screen emphasizes the logo's texture and dimensionality. This choice of materials also speaks to the brand's commitment to quality and craftsmanship, adding depth to the design narrative.
Scale and Proportion:
The logo is designed on a proportional grid, 3 squares wide by 4 squares tall. Each “square” represents the width of two 2x4s, expressing natural datum through the material. Using a proportional grid to design the logo ensures that every element is measured and balanced, creating a harmonious and aesthetically pleasing result. This attention to proportion helps the logo look professional and well-thought-out.
Balance:
The logo is centered within the left column on the grid, ensuring the design feels stable and organized. This grid provides a sense of stability and equilibrium, making the design feel grounded and coherent. Balanced designs are easier for viewers to process and more likely to leave a positive impression.
Unity:
The consistent scale between the front and back materials allows the logo to fit proportionally within the wood screen, creating a sense of harmony in the design. This ensures that the logo integrates seamlessly with the surrounding elements, creating a cohesive visual experience. This unity reinforces the brand's identity and helps the logo to function effectively within its environment.
Rhythm:
Rhythm is introduced through the repetition of the vertical 2x4s and the grid pattern of the wood screen, guiding the viewer’s eye through the design. This creates a visual rhythm that guides the viewer’s eye. This flow enhances the overall visual appeal and makes the design more engaging.
Contrast:
Contrast is established between the vertical 2x4s and the horizontal wood screen, as well as between the yellow stain of the logo and the black background. Contrast between different design elements, makes key aspects of the logo stand out. Effective use of contrast helps in drawing attention and making the logo more impactful.
Hierarchy:
A clear hierarchy is established by emphasizing the negative space "J" as the focal point, drawing attention to its shape and meaning. This directs the viewer’s attention and reinforces the logo’s central message. A strong hierarchy ensures that the most important aspects of the logo are noticed first.
Simplicity:
Simplicity is maintained by focusing on essential elements and avoiding unnecessary details. This results in a clean, easily recognizable logo. Simplicity enhances the logo’s versatility and effectiveness across various mediums and sizes.
Alignment:
The wood screen behind features intentional grid marks through alternating staggered joints. The logo is centred in the left column of the wood screen for balance. Proper alignment of the logo within the grid and its relationship with the wood screen ensures that the design feels intentional and precise. This alignment contributes to a sense of order and professionalism.
Emphasis:
The logo is stained in the same yellow to complement the home, while standing out against the black background. This ensures that it catches the viewer’s eye and reinforces brand identity. Emphasis on key design elements highlights the logo’s significance and visual appeal.
Resolution:
All of this consideration ensures that the placement and scale feel “right.” This careful consideration results in a logo that feels well-integrated and visually satisfying.
This is the mindset of a designer—it’s more than aesthetics, more than personal preference. Its a symbol; it’s a nod to the company’s design principles.
Are you ready to elevate your next project? Contact me today.
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