The portions of this week’s readings I found most interesting were the sections on symbolism and geometry. When reading the text initially I was a little confused about how some of the elements were utilized in logo design, like how does a square convey stability, or how does a spiral convey elegance? After completing the readings I did some scrolling to find ideas for our first blog post, and I decided to look at some of the apps on my phone. I don’t use it much anymore, but CapCut stood out to me as having an effective logo that incorporated these elements into its design.
At first glance, I was confused by what the shape was, but then I realized it was reminiscent of a movie theater projector. Looking closer, I noticed the “light” that would be coming out of the projector is formed by two intersecting lines. For those who don’t know, CapCut is a free video-editing software available only on mobile devices. I think this design is effective because it has the symbolic element of the projector reel, and the intersecting lines convey the app’s purpose: to cut together different video clips.
These two chapters of the book “The non-designers book by Robin Williams have helped me develop my creative eye in a new way. Chapter two in the book speaks on proximity, this was important tool for me to put in my tool belt of creative thoughts to think about while trying to create. The main points that I took away from this chapter is that the proximity of items on a document can give the audience a sense of relationship. I found this tool to be very useful in a flyer type document because giving information a relationship to other things on the document can help navigate the audience through the information in an orderly manner. The other creative tool I learned about which was the most useful to me was alignment.
This chapter taught me that alignment of information can also show relation ship and changing the alignment can give the document a new mood. I also learned that having a very clean and aligned document can make the document more pleasing to the eye and present the information in a more clear way. This was a good thing for me to learn because I feel like it opened up my eye to notice these things in documents now. One example in the book stuck with me, it was when the book gave the example of imagining an invisible line connecting two elements in the document to keep them cohesive. I thought about this and realized that I can apply this theory to photography as well. I am thinking that if align certain elements in my pictures with the thought of an invisible line connecting them then it might provide me with some unique compositions. This made me realize that most things to do with art or design share a lot of the same principles, then knowing this fact made me realize that being creative in general is really just learning what elements make something pleasing to consume or look at and then implementing them to your own ideas to make create something that speaks what you would like it to while also being widely seen as aesthetic. I am excited to use these new concepts that I have learned while working on my logo. I am also excited to try to sue these techniques in my photography as well.
In Chapter 1 of The Non-Designer’s Design Book, author Robin Williams discusses the four basic principles of design: contrast, repetition, alignment, and proximity. Contrast in graphic design occurs when visual elements placed close together noticeably differ from each other. When designing content, you should avoid elements in a design that are merely similar, and try to make elements different and visually attractive. Repetition is just talking about repeating visual elements, such as colors, shapes, or styles. This helps create a nice flow to the design, making the design more organized and pleasing to the eye. It also creates consistency and unity throughout the design. Alignment just means everything on the page has a visual connection with everything else on the page. This helps maintain a polished aesthetic, which is more satisfying for viewers. Proximity just means elements in a design that relate to one another should be sectioned together. When I think of proximity in design, my mind jumps to well-designed websites. Typically, websites are sectioned out where categorizable content is grouped together. When items are grouped together, they become one visual unit, which helps reduce clutter and give the design a clear structure.
In the article, “Logo Design Theory, Part 1: Symbols, Metaphors And The Power Of Intuition,” author Maggie Macnab discusses the importance of symbols, metaphors, and intuition when creating effective design. She argues that many designers incorporate universal symbols and metaphors in their works because it “feels right.” This is intuition, which guides designers towards solutions that align with some kind of universal knowing. Using a universal symbol in a logo design can have the broadest communication reach and can help a logo stand out and stay memorable. She claims that intuition helps designers when problem-solving, but intellect helps to execute and deliver a finished product. Metaphors and symbols help reach and hold an audience’s attention for longer, as well as assist with recognition.
Macnab claims that symbols are archetypes of human connection, which makes total sense. As humans, we try to create relationships with things that are familiar to us. The more universal an idea is, the more communicative reach it will have.
There are two differing kinds of logos: letterform and symbol. Using symbolism rather than just text in a logo condenses and simplifies the logo’s communication, making it easier for people to understand. Symbolism is more obvious and blunt than using metaphors, however. Metaphors take a stretch of the imagination for some people to realize or comprehend. Symbols and metaphors may be a little different, but they’re both considered universal symbols that will stand the test of time.
I found several of Macnab’s tips at the bottom of this article especially helpful. I thought the idea of designing in black and white was interesting, and liked the explanation of why. It makes sense to design the logo where it could be embossed just as easily as it could be printed. The concept of designing in black and white also helps reinforce the idea of contrast in the form of empty space juxtaposing the filled space, while maintaining balance.
I found Macnab’s article, “How Geometry Influences Logo Design,” to be informative and helpful when it comes to design. It’s crazy to think that simple shapes make up the fundamental geometry of the universe. This concept takes me back to drawing class. We began the class by discussing basic shapes and the fact that just about anything could be created with just some shapes. It blew my mind then, and it still does to this day. Macnab discusses lines, circles, triangles, squares, and spirals and stars in the context of logo design. She claims that a designer’s understanding of basic shapes and how they work can give subtle and substantial reinforcements to a logo’s message when applied. I thought her explanation of the basic shapes and their degrees of freedom, as well as the symbolism associated with each basic shape to be enlightening. Utilizing geometry is efficient during the logo creation process. When done right, it can speak volumes to the design’s target audience.
When I thought about what document I should use to apply the knowledge gained from the readings and instruction, my mind jumped straight to Adobe’s homepage. They create all my favorite design software, and I thought their site would be a good sample to analyze for the four basic principles of design. Adobe’s homepage is a good example of how contrast, repetition, alignment, and proximity can be used effectively to make a visually satisfying document.
Their website makes use of contrast between text and background colors, making it easy to read and navigate.
The site also includes intentional white space, allowing elements to stand out from one another.
Repetition of design elements, such as the consistent use of typography throughout the site, helps create a cohesive look and feel. Certain elements, such as the drop-down arrows in the navigation bar or the style of buttons on the page are repeated to maintain unity throughout the site.
Adobe’s site is a great example of alignment because the blocks of content are aligned with one another and have nice, even white space and margins. The alignment of their homepage allows their content to breathe, creating a clean and organized layout, which is visually satisfying for viewers. When it comes to proximity, Adobe chose to group related content together, making it easy for users to find the information they need.
For example, in the navigation bar, items grouped together are placed under the same tab, making it easy for a user to find what they’re looking for.
Adobe uses these four principles of design to create a visually beautiful webpage that is effective, engaging, and easy to navigate.
How will you use the concepts of contrast, repetition, alignment, and proximity when creating your future designs? What does embracing the power of intuitive design look like for you?
In preparation for designing our own logo in Document Design class, we were instructed to read two articles by Maggie Macnab. The first article was “Logo Design Theory, Part 1: Symbols, Metaphors and the Power of Intuition”. The second article was “How Geometry Influences Logo Design”.
The first article argues that remarkable and memorable logos communicate information skillfully through intuitive symbols and strategic metaphors. Symbols are relevant universally. A designer’s intuition often leads them to incorporate universal qualities in their designs. This allows them to engage a wider audience in a deeper, sometimes subconscious way. Metaphors connect different concepts or ideas. They make the design more interesting because they are often clever, unexpected, or mentally stimulating.
The second article discusses the meaning of the five universal shapes, particularly in the context of logo design. Basic shapes include the circle, cross, triangle, square, and spiral. Each shape, “unifies purpose with form.” Therefore, each adds meaning to logos. Circles represent many people or parts. Intersecting lines, or a cross, “represent opposites working together.” Triangles represent transformation. Squares represent stability. Stars represent excellence. Finally, spirals represent cyclical time and space. These attributes were observed in nature. Intuitively, humans can understand these meanings. However, designers can mindfully communicate through shapes in their designs.
One logo I’d like to share and discuss belongs to Grammarly. Grammarly is an online program that reviews written content, identifies errors, and suggests solutions to improve writing. If your computer settings are like mine, you see that logo in nearly every text box.
The primary element of the logo is a bright green circle. A circle is, “a container that protects, supports and ultimately produces life”. Grammarly’s mission is to, “improve lives by improving communication.” The circle in their logo represents their desire to support life by supporting communication. “A circle [also] effectively represents encompassing groups”. The groups, in this case, would include the, “30 million people and 50,000 teams around the world,” that communicate with the help of Grammarly.
The “G” in the logo, which resembles a circular arrow, reminds me of the refresh button often featured on internet browsers. Interestingly, one of their goals is to, “refresh repetitive language”. I understand the arrow to symbolize Grammarly’s ability to help users improve their writing through revision. The arrow implies that process. Had the company used a standard letter in its logo, the audience would have been limited by language. However, the symbolism of the arrow adds a universal, immersive, and intuitive quality to the design that goes beyond words. Thus, the logo can reach a broader audience and leave a lasting, meaningful impression— even if that impression is entirely subconscious.
What symbols or images do you think would enhance the Grammarly logo?
As long as humans have made art, as long as we’ve sought a way to express ourselves beyond just words, people from all around the world have used shape. Throughout her article “How Geometry Influences Logo Design”, designer Maggie Macnab outlines how form and function intersect through the use of geometry, and how we can use one of the most fundamental aspects of our reality and our art, shape, to either strengthen or weaken our designs, particularly logos.
Shapes are simple. A triangle nothing more than three lines, and you would be very hard pressed to find anyone above a few years old that couldn’t identify a triangle when we see one. We also have an intuitive understanding of how shapes interact in and with our world, our lived experience. Reading the article reminded me pareidolia. It goes further than just this example, but when you see a face in a completely inanimate object, maybe a few scratches in some rock, that’s pareidolia. Understanding geometry is hard-coded into our biology, so it shouldn’t be that much of a surprise that shape is one of the most important and effective tools when it comes to making a cohesive, readable design.
Logos are no different. I think the logo progression of The Animal Planet TV channel exemplifies this perfectly.
The logos from 1996-2008 use a combination of different shapes to make up their shape language, and as a result, they end up feeling the most “balanced” or “neutral”. The rounded typeface helps round out the sharp edges of the logo “box”, and the perfectly circular earth directly contrasts with the complicated, disjointed elephant silhouette. In 2008, the logo changed pretty drastically. The entire design is extremely rectangular; the logo is containing itself into a rectangular outline. This may just be me, but this logo seems the most “crazy.” The entire logo is a rectangle, yes, but the individual rectangles within the design, seen most notably in each letter of “Animal” vary in size (and slightly in spacing), creating multiple, smaller shapes within it. Additionally, the sideways “M” creates its own box on its own axis, forcing you to look at the logo from multiple perspectives simultaneously. These two design choices break the visual flow of logo even while using one primary shape, which, at least to me, gives off the feeling of exotic and untamed, which is probably exactly what they intended. The most recent logo seems the most “friendly” and down-to-earth, which many companies nowadays are extremely worried about seeming. The entire logo, from the elephant to the font, is rounded and soft, with minimal and simplified points, which give off the feeling of softness almost to the point of meekness. It is also the logo with the least contrast between shapes, even including the one that is literally all rectangles, which makes me look at the logo all at once rather than looking at any individual part of it. It completely breaks the visual flow to be something that is instantly recognizable even with the most minimal of glances, but because it exists in a world of almost nothing but simple, minimalistic, round logos and “corporate artstyle”, it is also the least unique and offers the least character. Both prior logos, in my mind, are not only more iconic and recognizable, but also say more about what the channel has to offer.
In conclusion, shape is one of the starting points when it comes to any design, and when it comes to creating a readable and recognizable logo, it can literally make or break it, especially when you want your design to really stand out. Because shapes are so simple, we can use them to easily and effectively communicate different intentions and fish for the right emotional response. I’m curious to know which one of the Animal Planet logos are our personal favorites and why.
In the article, “How Geometry Influences Logo Design”, by Maggie Macnab, geometry plays a crucial role in the design of logotypes, or logos, as it can influence the overall shape, structure, and balance of the design. The use of geometric shapes and forms can create a sense of order and symmetry, which can be used to convey a sense of stability and reliability. For example, a circular shape can represent unity and completeness, while a triangle can symbolize stability and power.
Symbols and metaphors are also important elements of logotype design and can be used to convey specific meanings or messages. For example, a company that specializes in eco-friendly products might use a symbol of a tree or a leaf in their logo. Similarly, a company that specializes in technology might use a symbol of a circuit board or a computer chip.
The power of intuition is also important in logotype design, as it allows the designer to tap into their subconscious mind and come up with unique and creative ideas. Intuition can be used to explore different shapes, forms, and symbols, and to play with different combinations until the perfect design is found. Intuition is a strong point of mine. I’m very direct, reserved, and simple, so I am sure that my intuition will be expressed in my design; hopefully.
When I was thinking about ideas to help me to design my logo, I was thinking about what would be my inspiration to direct me in the way I should go. I googled a few ideas in relation to technology and was able to find a few inspirations that I liked. I gravitated more to the color of blue, shades of blue. I maybe bias because my favorite color is blue, shades of blue. According to Google, blue represents both the sky and the sea and is associated with open spaces, freedom, intuition, imagination, inspiration, and sensitivity. Blue also represents meanings of depth, trust, loyalty, sincerity, wisdom, confidence, stability, faith, and intelligence.
In conclusion, geometry, symbols, metaphors, and intuition all play a vital role in the design of logotypes. By understanding and utilizing these elements, I can create a logo that is not only visually appealing, but also convey the desired message and meaning effectively. You can see a few inspirations that I found below.
Welcome to our blog space. This semester, we’ll do some writing to help us explore our course texts with more depth. This blog space will also let you share your work creatively—add color, images, songs, videos, and more! This site will also let us comment on each other’s writing, which is a great way to get to know each other and to practice being curious and connected.
