Start-up series: Why you should have a square, landscape and portrait-orientated logo.
A fundamental concept of running your own enterprise is understanding why you need multiple different logo versions; therefore, we’re going to link the 3 main logo orientations to times when you may need them.
Square logo proportions used on an A4 landscape project deck (where there is ample space to read the cover) to allow the sea background to show through and increase the speed of comprehension as to what the project is about.
Square:
You need a square-orientated logo for the use in your social media icons – so that it doesn’t create an odd shape, leave lots of empty space, or become illegible (if you’re using a wide landscape rectangle logo crammed into square for example).
A landscape rectangle orientation used to maximise on legibility where space is at a premium on small business cards.
Landscape rectangle:
A landscape rectangle logo is used for when you’re viewing a website on a laptop or your logo is used in a video. The landscape version maybe more used by B2B companies that have mapped out their customer sales journey through their website and via emails (where the landscape rectangle is also seen in a signature block. Lastly, you may need this for using on vehicles, on official merchandise (such as t-shirts), stickers.
A portrait-orientated combination mark that maximises on the small space available for brand exposure on a mobile phone case
Portrait rectangle:
The portrait logo is the least used in our estimation, however we’ve seen a rise in specific location where they’re used: mobile phones. The portrait rectangle logo is useful for adding to Instagram’s stories or places where you need to optimise visibility of the logo for short exposures.