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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.

Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more noticeable.

Only once you lay a foundation can you add an effective highlight. Once a designer establishes a base, every move away from that base calls attention to itself.

1. Kanuhura
Pentagram
John Rushworth

2. Year
MINE™
Christopher Simmons, Tim Belonax

3. Mill Valley Film Festival
MINE™
Christopher Simmons, Tim Belonax

4. Nahlosa
Diseño Dos Asociados
Victor Martínez, Juan Carlos García, Carlos Rivera

5. ITP International
MINE™
Christopher Simmons, Tim Belonax

6. Space 47
joe miller’s company
Joe Miller

7. Titan
Graphic Communication Concepts
Sudarshan Dheer

8. Vision Spring
UnderConsideration LLC
Armin Vit and Bryony Gomez-Palacio

9. Strategic Hotels
samatamason
Gina Larsen, Greg Samata

Notice how these marks establish their own rules, and then follow them.