PRINCIPLES OF DESIGN BY ANDREW MCNALLY

Balance is a key component in most logo designs Balance is a key component in most logo designs.  It is an equilibrium that results from looking at images and judging them against our ideas of physical structure. BALANCE

The Chanel logo demonstrates balance because its symmetrical both vertically and horizontally. This makes the logo “feel” very even and weighted correctly. BALANCE

The Harley Davidson logo shows symmetrical balance because the outline of the whole logo is symmetrical over a vertical axis. The sizing of the letters is also symmetrical. BALANCE

This logo logo shows symmetrical balance because it is symmetrical over a vertical axis. It is also square and even and the lettering is evenly spaced. BALANCE

This logo shows symmetrical balance because it is symmetrical over a vertical axis. The colors also match each other nicely and the shape of the letters look similar. BALANCE

Rhythm creates a sense of movement as well as patterns through the repetition of certain elements.

This logo shows progressive rhythm as well as regular rhythm This logo shows progressive rhythm as well as regular rhythm. Progressive rhythm is shown in the progression of the guitars and regular rhythm is shown in the spacing between the guitar strings. RHYTHM

The Portland Trail Blazers logo shows regular rhythm because the lines are evenly spaced around each other. RHYTHM

This logo shows flowing rhythm as well as regular rhythm This logo shows flowing rhythm as well as regular rhythm. The lines above cisco are evenly spaced and show regular rhythm as well as flowing rhythm because they change in size. RHYTHM

This logo shows regular rhythm because the slanted lines in A and M match up and are evenly spaced apart. RHYTHM

Proportion is the relationship in scale between two or more objects in a design.  It can create a sense of depth as well as dominance. PROPORTION

This Logo shows proportion because of the increasing sizes of  lines above the adidas name.

The thunderbird logo shows proprotional contrast because the letter is much smaller than the bird which puts more interest and importance on the bird than the letter. PROPORTION

The green mountains (triangles) are different sizes to give the illusion of depth, a great use of proportion. PROPORTION

This logo shows proportion through the A being much larger than and surrounding the M. This shows the importance of the A over the M. PROPORTION

Unity is the interaction between parts of an image and how they interact as a whole.  There are different factors of unity such as continuance, closure, similarity, proximity, and alignment. UNITY

The Unilever shows Unity because although it is a bunch of different objects put together, it looks like a U. UNITY

The WWF logo shows unity because although it has a few spots missing on the panda and is not one whole shape, it still looks like a panda and your brain connects what's missing. UNITY

Hemisphere manages to show unity by creating the image of the top half of a sphere through many different unconnected circles. UNITY

This logo shows unity because although there are gaps in the tops of both the M and the A, they both like like an A and an M. UNITY

Dominance is what determines where the eyes land first based on visual weight were certain aspects of a design are dominant over others. DOMINANCE

The pepsi and the circle it is in is proportionally much larger than the background which shows dominance.  This is what draws your eyes to the pepsi name first before the rest of the logo. DOMINANCE

The fox in the firefox logo is in the foreground and is very big The fox in the firefox logo is in the foreground and is very big.  The blue earth is in the background and takes up much less space which draws your eyes to the fox, showing dominance over the blue earth. DOMINANCE

The Pawn collection logo has one pawn in front of the rest which shows dominance.  This brings the eyes to the front and makes the logo much more interesting. DOMINANCE

This logo shows dominance because the A is much bigger than the M showing more importance while also creating contrast and bringing attention to the M. DOMINANCE