Principles of Balance

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Balance is achieved when the various components within a logo design are visually equal. Balance is a natural instinct that humans look for in anything which may capture their attention, imagination or which they may find aesthetically stimulating. We see visual balance all around us in nature. This may be very visual, such as the symmetry of leaves or petals, or it may also involve structural balance, as in the case of seashells or snail shells.

This type of balance is most certainly not limited to natural phenomena. Man has long understood the necessity of balance to secure and to please, often at the same time. Balance makes us feel subconsciously or even consciously safe, and for good reason. All structures must achieve balance in order to remain physically stable, and therefore the human mind seeks balance in all it sees, seeking out that balance in a design as a measure of credibility.

So, then, your logo design's target may seem to be in the eyes alone, but that information is being digested on many different levels. We learn in the early stages of childhood when playing on a seesaw that balance is not always simple to achieve. We understand that if we drop a tiny coin into water it will sink, yet an entire log may float. The same too can be said for elements of a logo design. Density is a major issue. As the coin has a higher density than the log, so may a small logo balance a large and detailed image within the design. The trick is in understanding, or even sensing, when that design's visual balance has been achieved. Then the eye will process the information as ‘safe' or ‘right' and proceed to allow the message of the design to the more conscious, decision making part of the brain. If, however, the objects are of different density the masses within the logo design may not appear to be balanced.

So how can this design balance be measured? This is where the professional graphic designer comes to the fore. Though you can purchase various measuring devices to assure physical balance of a structure, there is no such tool for measurement of a logo design's visual balance. All of us measure visual balance in the same way - through the eye and the mind alone. The graphic designer has the advantage of many years of experience in looking at media texts and design related images critically, and will be well prepared to ‘tweak' each individual element until balance has been achieved.

There are certain ‘rules of thumb' that your graphic designer will bear in mind. For example, graphic designers often aim to achieve an ‘optical centre', which is not actually where you might think within a design. Take a look at the design diagram. This shows where the graphic designer knows that the eye is guided naturally, and where the target's attention can be lost or, more certainly if your graphic designer knows her stuff, won!

 

No matter whether your logo, marketing or website design is quirky, offbeat, traditional, classical, corporate or fun, optical centre will be at the heart of good design.

Next you and your graphic designer must decide whether your logo design project requires vertical symmetry or asymmetry. This decision will greatly affect the overall look of your logo design, so it is vital to get this right. Do not be afraid to ask your graphic designer to experiment if you feel that this element will be particularly crucial to your company's project. Symmetry will make the logo design feel safe, formal and concrete, and will appear very traditional to the target audience. If this is not what you want, you nay find an asymmetrical approach infuses energy and intrigue into the layout of your logo design. Asymmetry is visually stimulating, and is also useful when there is an important or visually dominant image in the logo design.

Designers often work with a grid to help them adjust each element of the logo design to achieve the required balance, whether this is one of vertical symmetry or asymmetry. In addition to the layout and sizing of each element, as mentioned above, density will be considered when striving to achieve balance. This may include altering font size or typeface effects, to give a part of the logo design more ‘weight.' Readability must not be impaired by this and your graphic designer will work to ensure that your target receives the information they need about your company. Also distracting can be the use of too many typefaces on one page. As a general rule, no more than three typefaces should be occupying the same design space, but your graphic designer will be aiming to limit the range to two in most cases. The graphic designer will often make good use of white space to draw attention to or balance with the core message of your company's promotional material.

Many logo designs include powerful and effective use of colour. These colours may be drawn from an existing logo or brand colours, or they may relate to the particular image or message your company wishes to convey through this particular project. Colour must of course be considered as a vital element of balance within a logo. Vivid contrasts (or lack thereof) can make or break the balance of a logo's visual effect, and can distract or attract your target's attention when viewing the message you are trying to give.

Your graphic designer is determined to create the logo design that is best for you, your company and most important of all, your target audience. Balance is a question of many elements coming together as a cohesive whole: layout, centre, symmetry, contrast, density et al. These are just some of the considerations your graphic designer will be making when they are striving to achieve your goal of logo that is also an effective marketing tool.

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