Proportion

Proportion is the size relationship between different elements within a logo. Getting proportion right is one of the most fundamental and demanding aspects of logo design. The relative size of the icon to the wordmark, the height of the wordmark to the tagline, the weight of strokes relative to the overall scale of the mark — all of these proportional relationships determine whether a logo feels balanced, authoritative, and resolved, or awkward, tentative, and unfinished. Proportion is also relevant to how a logo relates to the space it occupies: a mark that is too small for its container appears timid; one that is too large feels aggressive or unconstrained. Great logo proportion often appears effortless and inevitable — you notice when it is wrong more than when it is right. Developing a refined sense of proportion is a process that comes with extensive design practice and careful study of well-crafted logos.