balance is very very important in
graphic design and it's actually a
principle but how important is it for
logo designing and can we actually apply
balance to make better logo design
solutions do follow along today and
boost your awareness when it comes to
designing logos and really raise the bar
in the quality of your designs so as
I've already said balance is a graphic
design principle and I'm actually
covered it before in this channel within
the graphic design basics playlists or
videos but when it comes to designing
logos how can we incorporate that
principle as part of the workflow when
you're designing a logo you're probably
going to consider the typography the
choice of color and also things like
what sort of symbol to use but do you
ever consider balance effective and
professional logo designs will have
undergone consideration of balance and
we're now going to look at how that can
be achieved for your variance and how
you can really take your designers to
that next level the first and I might
suggest the most basic approach is to
consider symmetrical and asymmetrical
balanced symmetrical balance is simply
balance where design is mirrored or at
least it has equal proportions on both
sides a symmetrical balance on the other
hand is where you have more weight and
more focus on one side or one area of a
design symmetrical designs are pleasing
to the eye but they can be boring and
predictable to the end-user now a good
example of a logo design symbol that
carries an effective use of asymmetrical
design is the Nike logo there is more
weight towards the left side of the
symbol with that weight decreasing as
you head to the right end of the lego
swoosh asymmetrical legos do tend to
become more memorable simply because
they stand out and a logo being more
memorable is something every design
should want to achieve using grids is a
great way to achieve both symmetrical
and asymmetrical designs because it
allows you to be very precise with your
measurements and also the scale
so whether you decide to use symmetrical
or asymmetrical balance on your logo it
must be well thought out so if you have
a group of small elements
try not to place them centrally speaking
on the logo and try and keep them away
from the large main focal point which
essentially is just what a symmetrical
design is all about also I do think it's
wise to not consider grid systems too
early on in the Lego design process
always work on concepts and ideas they
relate back to the brief before you
implement things like grids and so forth
here's some more helpful information
when using grid systems I feel like the
use of grids also shouldn't be the end
of a design because mathematical
precision could only take you so far
you need to visually zoom out of a
design composition and use your trained
eye to see if the Lego design elements
do in fact work together in harmony
maybe there's a large section of
negative space on one side of the design
which is throwing the composition and
the balance really really off or maybe
there are text elements that are way too
small in comparison with other features
of your design do you make sure to use
your eyes and also be critical of the
composition in terms of balance balance
also needs to be seen within the Lego
type be it a sans serif font a script
logo type or whatever it is you do need
to manually Kern the Lego type to create
balance in the negative space between
each character some tricks here are
again to zoom out but this time to
unfocus your eyes because this can
reveal inequalities in the negative
space you can also use circles and
rectangles to measure the spacing
between each character again though like
with the grid systems earlier do not
rely 100% on this mathematical way of
determining balance always take a step
back and view the kerning as a whole and
then apply your knowledge and the
trained eye to determine if the kerning
is in fact balanced on your design
there is a subtle form of balance in a
logo design and the untrained eye will
not consciously understand it and this
relates to how the logo type interacts
with a brand itself does a choice of
logo type actually reflect the brand's
message and does it correlate to the
design as a whole one real-life scenario
that was a terrible terrible rebrand is
the gap logo it is estimated to have
cost the brand over 100 million dollars
the gap brand has held a firm identity
due to the logo for 20 years but that
will suddenly changed overnight
because were poorly thought out logo
design one of the reasons the logo
failed so badly thanks to the use of the
helvetica fonts which was a big contrast
that at all
sophisticated serif font previously the
new logo was actually abolished after
six days but the damage had already been
done now this shows how a poorly
thought-out choice of Lego type hasn't
really considered the balance between
the brand and the design itself can lead
to failure so when considering logo type
do try and understand the brand's
message who the target market is and
then make your decisions are based on
that so there were some tips on how you
can balance a logo design and really
raise that level of quality up a notch
or two remember if you do want to keep
increasing your logo designs or just
your skills as a designer in general
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guys until next time design your future
today peace
you
