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The significance of Form is
divided into 3 key elements (in order
of importance):
- The unique character given to the wordmark,
typically through custom modifications to the letterforms;
- The unique characteristics of the
overall design of the bug;
- The spatial
relationship between the bug and the wordmark.
The Wordmark
While bugs tend to get the most credit, it's actually the
wordmark and the company, product, or service name that have the
most impact on memory. The famed Nike "Swoosh" works in
the same way as a children's book that replaces a word in the story
with a picture; when we look at the Swoosh on its own, we actually "see" the
word Nike. All the better if the
wordmark has a unique character/design to it.
The Bug
The form of a bug should be as simple and direct as possible.
The less complex a bug is, the easier it is to remember. Thick, bold
strokes offer a sense of strength and weight that help balance the
necessary simplicity of a successful, defining bug.
The Logo
The relationship between the bug and wordmark—the logo—is
primarily an aesthetic, subjective choice. However, there are a few
things to keep in mind:
- The smaller the logo is presented (within reason),
the more successful and larger the company will appear;
- Logos with a horizontal aspect offer more functionality across various media;
- Only use visual alignment when combining bugs and wordmarks; always aligning
the bug to the shapes and lines of the wordmark.
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