16. The Law of Shape
A brand's logotype should be designed to fit the eyes. Both eyes. A
customer sees the world through two horizontally mounted eyes peering
out of the head. For maximum visual impact, a logotype should have a
horizontal shape. The ideal shape is 2¼ units wide by 1 unit high.
•While building your own brand, you should take in to account the way
your audience sees the world.
•You need to put out your message in a way in which your chosen
audience can easily digest it.