I have been asked to create visual identity for a new company. Their name is really long (think 12+ letters). They use several words together as one word. But there’s also not an even number of letters. So I was thinking to separate the words in two lines for the larger size of logo and put in one line in small compact sizes. Is this practice okay? They are not going for lettermarks by the way — I need to use the full name.
Answer
My take as a multi-decade graphic designer?
It’s fine if the name makes it the best approach visually, and if you’ve no existing brand definitions or logos to conflict with. If there are extant marks, you may end up having to redesign all of them if what you design is stronger and better done.
This designer’s site gives some really clear thinking and examples of approaches to longer names – both long single line and stacked (worth a look- link below) and she clearly doesn’t believe you can’t version for different aspect ratios and text form lockups – in fact she recommends it as a good design option to present to clients, and her examples and work look pretty darn solid to me:
https://www.jessicajonesdesign.com/long-logos-with-long-company-names/
If you look at various assemblages of good or striking logos, you’ll notice that somewhere between a quarter and a third of them tend to be stacked, so I think the real answer is: If you design something compelling, elegant and clearly differentiable, then go with it!
Attribution
Source : Link , Question Author : Bluebug , Answer Author : GerardFalla
