How to Evaluate Logo Proportions Before and After a Redesign

Before you start

You need two versions of the logo as images: the old or current mark, and the proposed redesign. Keep each file as a separate PNG, SVG, or WebP. Do not rely on a screenshot that combines the two marks with different backgrounds. The comparison should be done locally where possible, especially if the files are not yet public. Do not assume a service or upload step is required unless your image tool explicitly asks for it.

Choose a clear frame for comparison: a square or rectangle of the same size for both logos. If one file has transparent space and the other is tightly cropped, the frame will show different perceived sizes even when the drawn mark is identical. Use a simple neutral background such as white or a light gray that is the same for both images.

Step-by-step instructions

Start by placing both logos in the same viewing size. Fit each mark to the same square or rectangular area using proportional scaling only. Do not stretch the logo to fill the frame because that changes the shape and makes measured proportions meaningless.

• 1. Open the old logo and the redesign in the same tool side by side.
• 2. Set both canvases to the same dimensions, then scale each logo to fit the same visible width or height, whichever lets you compare the most important part.
• 3. Draw a temporary horizontal and vertical center line over each logo, or use a grid if the tool supports it.
• 4. Compare the main symbol, wordmark, and whitespace as separate layers in your mind, not as one combined shape.
• 5. Check the distance between the symbol and the wordmark, the space between repeated letters, and the margin around the entire mark.
• 6. Repeat the check at a small size, such as 24, 32, or 48 pixels wide, depending on where the logo will appear.

When you evaluate the redesign, do not judge it only by whether it looks balanced on a large screen. Look for parts that collapse when reduced. A symbol with thin strokes or very close letter spacing may look correct in a large preview but become hard to read in a browser tab, a social profile image, or on a printed business card.

Check the output

A useful check is to place both logos next to each other in one exported PNG and confirm that neither mark has been stretched, distorted, or shifted by an accidental alignment setting. The comparison image should be generated from the same frame and zoom so that only the design differs, not the measuring method.

Remember that a visual check measures consistency and legibility, not absolute correctness. Different logo shapes can have deliberately different proportions: a tall vertical lockup is not automatically worse than a horizontal one. Record what changed between the old and new mark, such as wider letter spacing, a heavier symbol, or a changed symbol-to-text ratio, and only then decide whether that change helps the intended use.

Common problems and next steps

A common issue is comparing files with different amounts of padding. If the exported old logo contains a large transparent margin but the new file is tightly cropped, reset both canvas boundaries to the same size and re-export before measuring. Another issue is scaling by the overall image edge instead of the visible mark. Fit both versions by the same visible reference point, such as the height of the text or the width of the symbol, rather than by the outer file boundary.

If the redesign looks worse at small sizes, check the symbol-to-text proportion, stroke thickness, and gaps between separate elements. A small adjustment in spacing can have more visible effect on legibility than changing the colors. Keep the original files unchanged and store a separate comparison copy so you can return to the same test if another revision appears.