3. Logo size Logo size: square layouts Logo sizing is more art than science. It varies based on the following items: • Layout dimensions • Layout proportions • Type size • Type quantity • White space Estimating logo size The logo should be easy to read but should not be too large and not too small. • Appropriate size range varies for different layout proportions. Square (12–15% range) Percentages An initial logo size can be estimated by a percentage of the long edge of a layout. • Logos should not be smaller than 4% of a layout’s long edge. • 5–6% is a general minimum and good starting point for most layouts. • 10–16% is a general maximum. 8% 12% 14% 15% 18% sweet spot Note: The logo choice skewed larger for this layout because of its large headline type and wealth of clear space around the logo. 20 HP Visual Identity 2022