1. 5 LOGO DESIGN
PRINCIPLES

2. BALANCE
Balance occurs when the
components of a logo design appear
to be equal.

3. BALANCE VISUALS
Horizontal Approximate Horizontal Asymmetry
Symmetry Symmetry

4. LOGOS WITH BALANCE
• Does not fully
represent
balance
• The J is not
equal with the
M.
• The J is
slightly taller
than the
M, making
them

5. LOGOS WITH BALANCE
Is not a famous
logo, but
represents balance
All sides are
symmetrical
Appear to be equal

6. LOGOS WITH BALANCE
The logo for NBC
All sides are equal
Is symmetrical

7. LOGOS WITH BALANCE
McDonalds Logo
Appears to be equal
The letter “M” is
already symmetrical

8. RHYTHM
creates a sense of movement,
pattern, and texture
defined by the feeling it
provides when looking at it.
Repetition or alternation

9. RHYTHM
Regular Rhythm
Flowing
Rhythm
Progressive
Rhythm

10. LOGOS WITH RHYTHM
• My logo
• The M
shows
movement
• Repetition
of bulging
throughout
the letters

11. LOGOS WITH RHYTHM
Represents rhythm
because the figure in the
left appears to be
moving over the word

12. LOGOS WITH RHYTHM
-Windows logo
The logo gives a waving
effect

13. LOGOS WITH RHYTHM
-Internet Explorer
The line appears to be
moving around the e

14. PROPORTION
The relationship
between two elements
or between parts of an
object.
Compares the
dimension or distribution
of objects
Objects with different
proportion also have a
different symmetry or

15. LOGOS WITH PROPORTION

16. DOMINANCE
Emphasizes a design to varying
degrees.
It relates to the weight of the
object in a composition
establishes perspective
leads the eye to the main part of
the design.

17. DOMINANCE

18. LOGOS WITH DOMINANCE
WINTER

19. UNITY
Describes the relationship between both
the individual part and the whole part of a
composition
Gives the composition a sense of
wholeness, or breaks it apart to give it a
sense of variety

20. UNITY

21. LOGOS WITH UNITY

22. CLOSURE
When the brain automatically
fills in missing information when
it seems like something is
missing.

23. LOGS WITH CLOSURE