Wisdom in a nutshell the 22 Immutable Laws Of Branding How to Build a product or Service into a World-Class Brand

16.  The Law of Shape 

 

A brand’s logotype should be designed to fit the eyes. Both eyes. 

 

The ideal shape for your logotype is horizontal. Why? Because our eyes are 

placed side by side. On a retail establishment, horizontal logotypes have the 

advantage over vertical logotypes. 

 

Your logotype must be legible and have a suitable typeface or font that 

communicates your brand’s personality. Many of the world’s famous brands use 

simple typography in their logotypes. But the power of your brand resides in its 

name, not its typeface. 

 

Mobil uses a simple logotype with a red O to greatly increase its visibility.  

 

No matter what you choose, be it a serif, san serif, or Gothic typeface, remember 

that the power of your brand is in the name, and the idea it connotes in the mind 

of your prospect.