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?