![]() ![]() This is a constructive principle when it comes to our perception since our brains are able to construct more information than is actually present to concur logic. Reification refers to making something concrete, bringing something into being, or making something real. Some QR code is even thrown in to infuse a techy twist to the stunning logomark. Similarly, the logo for the export-oriented brand “Turkey: Discover the Potential”, echoes the myriad industries in which this brand slogan is brought to life by Turkish companies. Since the company ‘CMON’ is well known for its focus on high-quality games featuring engaging, fun gameplay and amazing miniatures, its logo leverages popular game components to create the ‘N’ and ‘C’ of the new logo to reflect the playfulness they strive to bring to gamers’ lives! According to the branding minds behind this creative logo, the brand mark is meticulously designed to incorporate 25 icons intricately woven together, each depicting an important aspect of the efforts invested by the Unilever brand to render sustainable living commonplace. Since all the miniature icons are clustered together, the resulting bunch easily reads as a “U” in the logo mark. The Unilever logo also confirms well to the Gestalt principle of proximity. This is why “I” is perceived as a unit instead of the top horizontal bar. In addition, the short segments of “I” appear considerably closer together than the long and short segments of the top horizontal bar, which has greater gaps between the crevice in the “M” and the letters “B” and “M”. To some extent, it’s because we instantly recognise the silhouette of the three letters, but mostly because we tend to perceive objects that are close together, such as a series of lines, as a group. This is why when we look at the IBM logo, we see three letters composed of short horizontal lines, stacked atop each other, instead of the 8 horizontal lines interspersed with uniform gaps. In the example of the IBM logo below, our brain combines each of the adjacent horizontal bars to create a single image of the IBM logo. Excessive spaces between letters can be quite confusing as to where one word ends and the next begins. For instance, consider how our eye leverages proper kerning to discern which letters make up individual words in a sentence. When different elements are laid out close to each other, they are perceived to be belonging to the same group. Here’s a logo-designer-oriented crash course to help you utilise gestalt principles in your work! These principles are fundamental building blocks for creating visual meaning, especially in the field of logo design. Understanding how a design is interpreted and perceived is a crucial asset that visual hierarchy and communicators aspire to possess. In the jargon of psychology, gestalt refers to the basic principles that aid us in visually perceiving order.ĭesigners are often curious about what happens when someone’s eye meets their design creation, and how their mind reacts to the piece being shared. Derived from the German word for “shape”, pattern”, “structure”, or “shape”, it hints at the overall look of something that is greater than the sum of its parts. Since then, the word Gestalt has been thrown around a lot in design. Kurt Koffka, Wolfgang Kohler, and Max Wertheimer are the prominent founders of the collection of principles and theories, collectively known as the Gestalt Effect. In the 1920s, a group of German psychologists came up with a series of theories of visual perception, analysing how humans group together different objects into a single coherent whole or in groups, when presented with separate elements arranged together in a particular way. In this post, he discusses Gestalt Theory and the role it plays in Logo Design. This is a superb guest blog post from Evan Brown, who is a Marketing Manager and Blogger over at DesignMantic. As part of my plan for 2017 to roll out more frequent content, I’m also pulling in guest posts from the Logo Geek community to share graphic design insights and wisdom that I can learn from too.
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