![]() It’s only natural to want to quantify good design down to geometry and numbers, and it would be awesome if there was a magical mathematical formula we could use to create perfect logo designs. This claim has been soundly debunked by several mathematicians and designers, and if you look closely you can see that the lines of the apple do not adhere to strict geometry, and that the numbers do no add up to the golden ratio. This graphic claims that the Apple logo is a good design because it’s composed of perfect circles and follows the Fibonacci sequence and golden ratio. This widely circulated logo construction guide was not used to create the Apple logo, but has been used by some to explain the timeless appeal of the design. Don’t: Apply mathematical ratios to a logo where they don’t exist. To learn more about the design process behind the Shell logo, find a copy of Design Basics. Not every line of the logo matches the grid exactly, but the grid is clearly an integral part of the design, which was more powerful and recognizable than the previous logo designs. Raymond Loewy’s logo design for Shell Oil used a logo construction guide as a guide to create an iconic design that hasn’t changed much since 1971. Do: Use a grid as a guide to create a timeless logo This is an example of when using “mathematical consistency” doesn’t necessarily result in a better design. Many in the design industry called it’s “mathematical” qualities nothing more than baloney. When it came to the exclamation point, Mayer states that “our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.” These mathematical explanations weren’t convincing to some, and the design was widely criticized. They released the video above to explain their precise design process, and to point out “some of what was cool/mathematical” in the design. To create Yahoo’s 2013 logo rebrand, CEO Marissa Mayer and their in-house design team used a “mathematical” blueprint as a logo construction guide. Don’t: Over-rationalize every single line of your logo with “mathematical” grids, empty metrics and imaginary geometry. ![]() They created the entire brand identity based on the grid system of the Star of David symbol, and the result was a unified and striking visual identity.īy using a logo construction guide, their designs evoked the past and introduced a fresh, modern look to the museum’s brand. Sagmeister & Walsh’s identity design for the Jewish Museum in New York is a great example of a grid system that makes a logo design successful. Jewish Museum Logo Animation from Sagmeister & Walsh on Vimeo. ![]()
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