vector - compass on a map with a cog

This is part 5 in our logo design mini series.

If you missed part 4 on logo sizing, you can click here and catch up.

Again, I briefly touched on this earlier in the series, but I think that orientation should form a key part of your design considerations.

The reason for this is because landscape orientation lends itself well to certain scenarios, whilst a square (whilst in my opinion, the most versatile orientation) isn’t appropriate to any and all logos.

We ourselves have 2 versions of our logo, a landscape one for letterheads, our website etc and a square version for most other applications.

An Example – Sponsorship Boards for the Football Team

Imagine we wanted some sponsorship boards printed for our school football team.

We have a couple of boards which will be installed horizontally around the pitch.

Now, in this situation, the spectators are some distance from the boards that they can see, which are generally the other side of the pitch. So we would want to maximize the physical size of our logo.

So here you can see just how much more the landscape version of the logo would dominate the board (if you were going to just use the logo and no supporting imagery or text).

It’s a simple example to prove a point.


Logo Orientation Summary

It’s important to consider the potential applications of your logo and cater for these during the design process.

This gives you more bang for your buck and potentially delays any need for re-branding or further expense on getting extra designs commissioned further down the line.

The scope for potential applications for using your logo will come from your marketing plan, which will outline how you intend to reach your target market and so you can work out which orientation would be most suitable for you.

In Part 6, we will explore the importance of the colours in logo design, and the feelings and emotions they invoke to your potential customers.