The following is an illustration of how a logo can be redesigned using the golden ratio.
CreateTrade came to us with this existing logo:
I modified the logo so that a variety of its proportions and dimensions were based on the golden ratio, as shown by the grid lines:
The key changes included:
- Position the swooping arc to end at the golden ratio point of the length.
- Resize the large letters to be golden ratios of the total height of the letters and the arc.
- Resize the small letters to be golden ratios of the large letters. Note that the font already had crossbars of the A’s at the golden ratio of their heights.
- Resize the gap between the T and the arc to be a golden ratio of the distance from the bottom of the T’s crossbar to the bottom of the arc.
- Resize the seriphs on the E’s to be golden ratios of their heights.
- Resize the Registered symbol to be a golden ratio of the height of the small letters.
- Resize the word Capital to be a golden ratio of the height of the small letters.
- Resize the space between Capital and the bottom of CreateTrade to be a golden ratio of the height of the small letters.
Before the changes, all the dimensions mentioned above were inconsistent in their application.
The results are subtle, but create a consistent proportion and spacing throughout all aspects of the logo. This gives it a more balanced, professional and aesthetically pleasing appearance.
The changes are perhaps best appreciated in an animation that shows the transition from the before to the after: