The “Exit”sign exemplifies the principle of continuation in logo design. Your perception logically makes you “follow” whatever goes beyond that arrow. If you encounter a sign that says “Exit” with an arrow pointing to the right, Where do you look? Subway’s logo is an example of the Gestalt principle of continuation. Notice how we tend to follow the direction of the end arrows outside of the composition. The Subway logo is an example of the Gestalt principle of continuation. Through continuation, we are able to follow the logical direction of visual forms ![]() In our desire for wholeness, we’re also able to follow the logical direction of visual forms, even if they’re not on a page or design. ![]() What creates the letter “e”, is it the white space or is it its positive enclosure (black space)? Figure/Ground relates to our capacity to switch from background to foreground to create wholeness. Our sense of wholeness or unity depends on how we perceive the relationship between an object and the space in which it is contained.īy strategically playing with this relationship, a designer can create interest, memorability, or meaning in a logo. Figure/GroundĪnother way in which a viewer applies wholeness or totality relates to the concept of figure / ground.įigure/Ground describes our capacity to perceive the relationship between form (shape) and its surrounding space. Through the Gestalt principle of closure we are able to “fill in the blanks” of missing information in order to create wholeness.Ĭlosure allows the viewer to complete unfinished forms or ideas.Īs Alex White states in his excellent book, closure “encourages active participation in the creation of the message.” 2. Through closure, a logo is able to communicate by suggesting ideas or concepts with only a few elements (such as an icon, color, shapes, or typography). Therefore, a logo has to accomplish a lot with very few resources. This means that logos have to communicate iconically.Ī logo has to be able to communicate with minimal elements. It’s a visual summary of a brand’s identity or essence. The concept of closure in logo design theory is closely related to gestalt.Ī logo is not an illustration or a painting. Gestalt Logo Examples (Closure, Figure/Ground, Continuation, Unity, and Balance) 1. When we perceive a logo, we “fill in the gaps” not only in terms of what we literally see but also in terms of what those elements represent.īy understanding the role of gestalt in perception, with are able to create logos that interact with people’s expectations, knowledge, and attitudes. According to this school, “a design’s unity is more than the simple addition of its parts.” In the 1920’s, the Bauhaus art school introduced the concept to graphic design to explain visual perception. This ability allows us to see “wholeness” in the things we perceive. Instead, we tend to process our surroundings by using preconceptions, biases, and stereotypes that allow us to make decisions quickly. In psychology, the term gestalt (which in German means something like “unified whole”) describes humans’ capacity for “cumulative perception”.īasically, it refers to our tendency to “fill in the gaps” in everything we see.Īs humans, we are unable to analyze every single piece of information that is presented to us.
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