Maximalism
A richly detailed logo gives someone a reason to look twice. The first glance should reveal the main shape. The second can uncover a story made from smaller pictures, patterns or lettering.
Examples to look at
- Unilever
- Small illustrations build the silhouette of a much larger U.
- Porsche
- The crest holds a horse, antlers, stripes and lettering inside one shield.
- Versace
- The Medusa emblem concentrates intricate hair and facial details around a central figure.
Give the detail a hierarchy
Start by asking what the viewer should notice from the other side of a room. Give that shape the strongest outline. Then choose details that reward a closer look. For a food festival, a serving dish might contain illustrations of ingredients from local growers. Repeating one drawing style helps those ingredients feel related.
Where richer marks pay off
Packaging, posters and large shop signs give people space to explore. A tiny social avatar offers less room. Agree on a smaller companion mark, perhaps a single ingredient or the outline of the dish. Decide in advance which version belongs on a poster and which belongs on a ticket stub.
Try two viewing distances
Print the design and step back until the small details disappear. Name the overall shape. Move closer and pick out three details that tell you something about the business. A satisfying design works at both distances.