This document introduces several key concepts of visual gestalt and their application to logo and symbol design. It discusses gestalt principles like similarity, proximity, continuation, closure, and figure/ground relationships. Terminology around symbols, pictograms, semiotics, icons, and indexes are also covered. The goals are to explain gestalt theory and its practical use in logo design, discussing how form and content relate. Key gestalt principles are outlined and their use in shaping strong, unified designs is emphasized.

1. GOOD GESTALT
AA 210 GRAPHIC DESIGN WITH
TYPOGRAPHY

2. • OPENING PRAYER
• ATTENDANCE
• PLATE NO. 4 REITERATION +
PRESENTATION REQUIREMENTS
• DESIGN CRITERIA

3. Terms to remember...
• Gestalt
• similarity
• proximity
• continuation
• closure
• figure /ground

4. Terminologies...
• symbol
• pictogram
• semiotics
• icon
• index
• logo

5. Goals...
• introduce the fundamental concepts of visual gestalt that
underline the design structure
• examine and explain the theory of gestalt showing its
practical application to symbol and logo design
• discuss the function and symbol of logo design in the
graphic design field in terms of the relationship of form and
content
• apply the principles learned in future design projects in
layout, illustration etc.

6. The whole and the parts...
• Gestalt school of psychology began in Germany
around 1912, investigated how human beings see
and organize visual information into a meaningful
whole
• the conviction developed that the whole is
greater than the sum of its parts
• the whole cannot be perceived by a simple
addition of isolated parts, each part is
influenced by those around it

7. Whole...
• visual perception: the eye seeks a unified whole
• by knowing what connections the eye will draw for
itself, you eliminate clutter and produce a clearly
articulated design

8. GESTALT PRINCIPLES
• take advantage of they
way object, eye and
graphic creation
interweave
• powerful comment by
using similarity
• “ As in the Middle
Ages...so in the Third
Reich.”

9. Similarity
• Grouping by similarity occurs w
• when we see similar shapes, size, color, spatial location
( proximity ), angle or value
• in a group of similar objects we will notice a dissimilar
shape
• acknowledge similarity first before we can see the
dissimilarity
• the eye will notice and group similarities while
separating the differences

15. Proximity
• Grouping by similarity in a spatial location
• nearness
• the closer two visual elements are, the more likely
we see them as a group
• the proximity of lines and edges makes it easier for
the eye to group them to form a figure

17. Continuation
• the viewer’s eye will follow along a line or curve
• occurs when the eye is carried smoothly into a
line or curve that links adjoining objects
• in layout, used extensively to unite various
elements, often by placing them along invisible
grid lines

20. • shapes that are not interrupted but form a
harmonious relationship please the eye

21. Closure
• Familiar shapes are more readily seen as complete
than incomplete
• when the eye completes the line or a curve in
order to form a familiar shape, closure has
occurred
• closure is sometimes accompanied by a
realization/acknowledgment
• active conceptual participation by the viewer
to achieve an intellectual closure

23. Figure / Ground
• the fundamental law of perception that makes it possible to
discern objects; positive and negative space relationship
• the eye and the mind separates the object ( figure ) from
its surroundings ( ground )
• often, the relationship between figure and ground is
ambiguous and dynamic, offering more than one solution
to the searching eye

25. • Gestalt relationships in graphic design are always intended to help
structure an appropriate communication
• the most structurally beautiful design is not successful if it fails to present
the subject appropriately
• the figure / ground is crucial to shaping a strong design
• designer must be aware of creating shapes in the left over ground
everytime you create a figure

26. TRADEMARKS
• the interplay of Gestalt principles occurs in all
aspects of design but is clearest in the creation
of a logo and symbol trademarks
• form and function are closely related

27. Functions
• identity, coat of arms, housemarks, product
marks, services,
• is a unique symbol or mark to distinguish a
product from others, protect from imitation,
increase brand recognition, announce products
and services
• consumers come to rely on the quality
associated with a trademark and are willing to
try new products identified with the
recognized trademark

32. MAKING “MARKS”
• A trademark is created by a designer, but made
by a corporation...
• must refelect the product
• research
* must remain strong, legible in all circumstances
* must reproduce well in color
* simplicity is still a virtue, easier to remember

33. Symbol
• something that suggest something else by reason,
relationship, association, convention, resemblance
• is a type of trademark to represent a company or
product
• Advantages;
• original construction
• simple results in quick recognition
• a strong association that colors the symbol ‘s

34. • semiotics shows how an image achieves a
culturally accepted meaning that goes beyond
its recognizable shape
• an icon that bears a direct relationshhip to
the object described
• a sign that bears a direct relationship to the
object without SIMPLY showing the object

35. Logos
• a unique symbol containing type and images
that represent a product or a company

38. •

39. END