16 THE LAW OF SHAPE
A brand’s logotype should be designed to fit the eyes. Both eyes.
A logotype is a combination of a trademark, which is a visual symbol of the brand, and the name of the brand set in distinctive type.
Logotypes come in all shapes. Round, square, oval, horizontal, vertical. But all shapes are not created equal in the eyes of the consumer.
Since the eyes of your customers are mounted side by side, the ideal shape for a logotype is horizontal. Roughly two and one-fourth units wide and one unit high.
This horizontal shape will provide the maximum impact for your logotype. This is true wherever the logotype is used: on buildings, brochures, letterheads, advertisements, or calling cards.
This horizontal bias is especially important ...
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