1. Look at the following logo and consider the shape, form, simplicity of design and the way it communicates.
The simple U-shape of the Unilever logo is easy to recognize, no matter the size of the logo. Looking closer at the logo you get a feeling that the symbols which the U is made up of, each have meaning. On Unilevers website you can read about each of these symbols and what they represent. The simplicity of this logo, combined with each of the symbols carrying meaning for this company, makes a great logo!
2. In your own words explain what you consider the different Gestalt principles in this logo to be. Describe the logo and justify your answers.
In this logo I see Proximity (related elements are grouped together to form a whole). As the logo is not closed, one could also say that Closure is used, and it’s wellbalanced, so Symmetry also applies.
3. Pick any 3 Gestalt principles and recreate 3 versions of the logo according to your chosen principle. Be creative and innovative with how you do it. Sketch, plan, and do it by hand before digitally creating your favourite option in a vector format.
Using the Proximity gestalt principle I feel the heart and the name of the company came together quite well in this logo. The heart represents the company and it’s core, their love for the environment and wanting to provide customers with everything they might need.
The Continuation principle was the idea behind the arrows in this logo. The arrows indicates that this company thinks ahead, has high standards, high goals and wants to achieve more.
The Closure principle, where we fill in the gaps, was the idea here. The big “U” could stand alone and is easily recognized.
4. Your entire process, including sketches and research, need to be loaded on your blog as part of this learning activity.
From MA01 – Design Principles:
Figure / Ground: What is in the foreground and what is in the background?
Continuation: (Continuity: We follow the lines) Once the eye begins to follow something, it will continue in that direction until it encounters another object.
Closure: Viewers can fill the gaps to see the full picture.
Proximity: Related elements are grouped together to form a whole. (Grouping: We tie objects that are near each other together.)
Similarity: We link similar elements together.
Symmetry: Elements are arranged equally on both sides of an axis.
Common Fate: Elements that move in the same direction are seen to be related. Think of a flock of birds.
Prägnanz: We tend to reorganise complex shapes into a simpler whole.
Resources:
https://www.unilever.com
https://visme.co/blog/gestalt-design-principles/
https://www.logolounge.com
Randis Reflective Journal 