Logo Gestalt
Visual Identity | Layout Design
A series of books focused on a German pyschological theory known as Gestalt, and its influence on logo design. The theory is comprised of five principles and each one has its own book dedicated to it. The design of each book is tailored to suit the principle that it represents.
Gestalt is all about visual perception and how we subconsciously order a series of objects into a single methodical whole or seperate groups when presented with elements that are arranged in a particular way.
The word Gestalt translates to ‘unified whole’ which means that the overall appearance of something is greater than the sum of its parts.
It explains that the negative space surrounding an object is as relevant as the objects depicted in the foreground.
The theory outlines five principles:
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Involves the close arrangement of objects to create a group association between them.
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Occurs when we complete a shape that is not entirely enclosed. If there is enough space indicated, we subconsciously perceive a complete shape through filling in the information that is missing.
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Shapes that share similar characteristics are automatically associated as belonging to the same group.
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Occurs when your eye is drawn along a path, line or curve to see a single continuous figure rather than separate elements.
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Occurs when we can interpret it in two different ways. However, both cannot be seen at the same time, one becomes more dominant than the other.
These principles have been represented in the form of logos which act as a foundation for the design for each book. Despite their distinct differences, they all adopt the same colours and structure to ensure that as a collective they are recognisable as belonging to the same group, embodying the very meaning of Gestalt.
Each book features a distinct pattern derived from its representing logo, serving as a layout template. These patterns are utilised to create unique guides, adding intrigue to each one. The arrangement of elements on each page is different for each book because they all conform to different guidelines.
