3. Logo size Logo size: basic layouts overview Logo sizing is more art than science. It varies based on the following items: • Layout dimensions • Layout proportions • Type size • Type quantity Extreme vertical Vertical Square Horizontal • White space 6–9% range 7–11% range 2–15% range 5–8% range 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. 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. 14% 6% Ultrawide 4–6% range 6% 8% 8% 5% 17 HP Visual Identity 2022