"A logotype is a word (or words) in a determined font, which may be standard, modified, or entirely redraw. Frequently, a logotype is juxtaposed with a symbol in a formal relationship called the signature. Logotypes not only need to be distinctive, but also need to be durable and sustainable". <LogoLounge 2>
After watching this video by the master of positioning and brand consultant Al Ries, I admit I didn't feel comfortable. I will lie if I say I totally agree with him. In this case, let me justify: He says that a perfect logotype should fit in proportion the eye, both eyes, so the perfect proportion shoud be about 1 unit high and 2 1/4 units wide. He "redesigned" famous logos to this 'perfect' proportion, showing that they would fit better if painted in, for examples, buildings. Make your conclusions:
In my opinion, logotypes should have not one, neither two, but many proportions. "Legibility at various scales and in a range of media is imperative, whether a logotype is silk-screened on the side of a ballpoint pen or illuminated in an external sign twenty stories off the ground". said one of my most didatic colleagues Alina Wheeler, in his book Designing Brand Identity (Wiley). And I say it too. Please, Blogors, we have to avoid this 'perfect' proportion instead of following it. What's more, the designer have to predict as many possibilities of applications he can. Alternatives to different situations have to be created, whether in different shapes or in different visual identity combinations. What I disagree with Al Ries is that, in some aplications, the rectangular logo isn't the best choice. See this ads as examples. It's from the import company Easy Import and was developed by me. Compare with the 'perfect' proportion and decide yourself which one in each case best fits both eyes.
And check out the video again. When the picture "It's a jungle out there" appears, the logotype that is more visible (try to imagine that it's the first time you see the McDonald's golden arches) is a red circle with a white rectangle with black letters inside.
