28. Logo Structure

Structure lays the foundation for being memorable. Nearly every strong mark you’ll encounter adheres to an internal structure, a graphic motif. Memorable marks often play games with symmetry or pattern—either it’s all about circles or it’s all about squares; it’s all about what’s happening on the top, or it’s all about what’s happening on the bottom. Once a designer establishes a base, every move away from that base calls attention to itself.