Adapted from Brand Identity Essentials (Rockport Publishers)
By Kevin Budelmann, Yang Kim, Curt Wozniak
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.
Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more noticeable.
Only once you lay a foundation can you add an effective highlight. Once a designer establishes a base, every move away from that base calls attention to itself.
Notice how these marks establish their own rules, and then follow them.