Here you have the basic logo architecture of icon left, type right. For this design, we pulled the icon out and changed the proportions. Note that on the rear, we did not try to force the type to flank the mark. Instead, we lowered it and used it at an angle. On the passenger side, we did a mirror of the mark.
We altered the proportions of the mark and allowed a more natural placement of the tagline. On the rear, though, we went with a vertical presentation of the icon centered above the type.
This is another example of changing the proportions to better fit the canvas. Here we used the mark to create a natural split of color for the sides. On the rear, we had the mark live below the type. Note also the mark is mirrored on the passenger side.
This design presented a unique challenge in rearranging the elements. On the vehicle, we chose to split the mascot out and then move the “Mr.” to where the mascot was in the logo. We did this primarily because the logo itself was more square than horizontal, and it would not have filled the space on the truck well.

Adapting logos to vehicles

When is it okay to alter a brand—and when is it not

By Dan Antonelli

Posted on Saturday, February 23rd, 2019

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When you think about designing wraps for vehicles, it’s akin to putting a puzzle together—making sure all the elements fit together, and making the best use of the canvas. But if we’re thinking about all the sides of this canvas, we’ve got inconsistent sizes and proportions in which we’re trying to fit the logo. The sides are horizontal, and the rear is usually vertical. And so if we’re not supposed to ever change or alter a logo, how can this ever work?

Well, the answer is simple. It can’t work. And it’s part of the reason why so many wraps today are ineffective. Or at least ineffective on some of the sides. The myth that a logo is so inflexible that its proportions can’t be changed is just that: a myth.

I’m not talking about squishing or stretching a logo—that should never be done. I’m talking more about the proportions of the logo and the graphic, and also elements of a panel-based logo and their elements.

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Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.

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