Caliper / Guides
Guides for designers
Practical notes on logo construction, presenting work and the geometry behind good marks.
6 min read
How to make a logo construction grid
What a logo construction grid is, how designers build one by hand, the mistakes to avoid, and how to show it to a client without overselling it.
5 min read
How to present a logo to a client
A practical running order for logo presentations: context, the mark, the construction, the system in use, and how to handle "can we make it pop?"
5 min read
The golden ratio in logo design: what’s real and what isn’t
An honest look at the golden ratio in logos: where proportion genuinely helps, where golden-spiral overlays are retrofitted, and what to show clients instead.