Ajiboye Blog Crafting your Brand. Part 2 - Layout Options for Effective Logo Composition

In our previous post, Crafting your Brand. Part 1 - Constructing an effective Logo, we established a simple definition of what makes a Logo effective, and primary requirements that should drive logo design. To recap, for a logo to be effective, we must approach logo design with the primary goal of achieving Effective Visual Identity Communication. That is, the Logo must help the customer clearly recognize and remember the Company Name. The Company Name In the human experience, the most important signal of independent, autonomous beings is the Name. Therefore, all efforts of branding, including Logo design, must be approached with clear understanding of the innate significance of the Company Name. The Company Name is the most important component of a Brand. In the rush to design a great looking Logo, it is easy to overlook this. The choice of Company Name do have significant implications and constraints on the choices available to us in effective logo composition. This is a topic we will explore even more in-depth in a separate blog. However, it should be clear that an organization can call itself whatever it wants. The job of effective logo composition is to reflect the needs and demands of the organization's Brand, and create a logo that achieves the effective visual communication required by its Company Name. With this in mind, let's explore the 2 basic types of logo layouts for effective visual identity communication. Continue reading >