Critical updates on branding, video, and how to combine them to drive brand value.
Brand value is in the eye(s) of the beholder. 👀
Published about 1 month ago • 3 min read
Critical updates on branding, video, and how to combine them to drive brand value.
The 22 Immutable Laws of Branding
16 / The Law of Shape
Let's take a minute to talk about commercial art. It's still art, of course, with similar aims but very different priorities. With commercial art, you're definitely aiming for less "interpretation." The messages need to be clearer—more obvious. Because, well, people are driving by it at seventy miles per hour, for example. Not staring at it for several minutes and discussing how it makes them feel.
Yeah, they're not gonna notice your billboard.
Enter another installment of our study of The 22 Immutable Laws of Branding. This time, we’re pivoting from strategy to aesthetics—specifically, how the physical shape of your brand’s "face" determines how quickly it registers in the human brain.
The Law of Shape / A brand’s logotype should be designed to fit the eyes. Both eyes.
When most people think of a "logo," they think of art. They think of flair, hidden meanings, and complex symbols. But authors Al and Laura Ries argue that branding isn't about art. It’s about biological efficiency. Because human eyes are set side by side, our field of vision is horizontal. When you design a logo that is tall and skinny or a perfect square, you aren't maximizing the "optical real estate" the brain naturally wants to process. The authors are precise about the math. They explain, “The ideal shape for a logotype is horizontal, approximately two and a quarter units wide and one unit high.”
Yes, Spock. That is precise.
Legibility > Artistry
The biggest mistake organizations make is prioritizing a "unique" look over the ability to actually read the name. If your customer has to squint to decipher your brand name, you’ve already lost. As the authors say, "The meaning lies in the word, or words, not in the visual symbol." Think about the most powerful brands in the world today. Many of them have moved away from complex symbols to clean, horizontal wordmarks:
Google: A simple, horizontal wordmark.
Amazon: A horizontal name with a subtle "smile" underneath.
Netflix: A slightly arched, but distinctly horizontal logotype.
Symbols are Overrated
We often worship at the altar of the "Swoosh" or the Apple, but the Rieses warn that trademarks are often overrated in the early stages. They explain, “The power of a brand name lies in the meaning of the word in the mind. For most brands, a symbol has little or nothing to do with creating this meaning in the mind.” A symbol only gains power after the brand name has been established. If you launch a new company with just a fancy squiggle and no readable name, you’re speaking a language your customers haven't learned yet.
Modern Successes & "Vertical Disasters"
To see the Law of Shape in action, look no further than the recent trend of "De-branding."
The Success / Mastercard. They recently removed the word "Mastercard" from their logo entirely, but only after decades of owning the horizontal interlocking circles. Note that even the symbol itself is wider than it is tall.
The Disaster / The 2012 London Olympics. Widely panned by designers and the public alike, the logo was a jagged, vertical, "cluttered" shape that defied the human eye's horizontal bias. It was hard to read and hard to scan, and it lacked a clear horizontal anchor.
Key Design Takeaways
Go Horizontal: If your logo is a tall rectangle, you’re fighting human biology. Flatten it out to occupy the natural field of vision.
Choose Legibility Over Personality: A "fancy" typeface that looks like handwriting might feel "artisanal." Still, if a driver can't read it on a billboard at seventy miles per hour, it's a failure.
The Name is the Hero: Don't let a symbol overshadow the name. In the mind of the consumer, the word is the brand.
As the authors conclude, “There are only a handful of simple symbols that make effective trademarks. At this late date, if history hasn't willed you one of these simple symbols, it's probably too late to create one on your own.” Or, at least be prepared to spend a lot of time and money establishing one.
Yup, something like that.
You can purchase The 22 Immutable Laws of Branding on Amazon. Is your logo fighting against the human eye? We can help you audit your visual identity to ensure your "shape" is as powerful as your message. 🎯
