28. Logo Structure

Structure lays the foundation for being memorable. Nearly every strong mark you’ll encounter adheres to an internal structure, a graphic motif. Memorable marks often play games with symmetry or pattern—either it’s all about circles or it’s all about squares; it’s all about what’s happening on the top, or it’s all about what’s happening on the bottom. Once a designer establishes a base, every move away from that base calls attention to itself.


Strategic Hotels
Gina Larsen, Greg Samata

Mill Valley Film Festival
Christopher Simmons, Tim Belonax

Christopher Simmons, Tim Belonax

John RushworthYear

Victor Martínez, Juan Carlos García, Carlos Rivera

ITP International
Christopher Simmons, Tim Belonax
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