July 9, 2015 at 02:08Effective Logo Design, Part 3: The Impact of Geometry on Logo Design
- Transfer
Part 2
Galileo knew about this. All ancient civilizations that left a mark on culture knew this. Simple forms form the basis of the geometry of the universe. People invented a lot of things, but not us came up with simple forms. We opened them by observing nature. Understanding the basic forms and their functions taught us orientation in space and time, inspired mathematics, technology, languages and evolution.
A set of simple shapes was used in the art of all cultures: circle, intersecting lines, triangle, square and spiral. Cultural anthropologist Angel Arjen studied and wrote down the common features of the arts for several decades, and found repetitive forms used in all forms of art. She called them "five universal forms."
Each of the main forms has its own function, it combines form and purpose. The circle rolls freely, the lines travel and intersect, the triangle stands firmly and points away from itself, the quadrangle is inevitably stable, the spiral twists with elegant perseverance. Do not let the simplicity of forms deceive yourself. They are so simple, and that is why they are scaled and used as bricks that make up nature and the world created by human hands. And they also serve to transmit messages in logos.
The goal of the logo is to convey something to the client in the simplest but most comprehensive way. Simple forms tell about the basic properties of the organization in a direct way, and are used in all types of design - graphic, interior, landscape, food, industrial and architectural.
Our feelings process a huge amount of information. And only a small part of it is noticed by consciousness, since the brain cannot process the endless stream generated by the outside world. Due to the amount of information, most of it is absorbed subconsciously.
Digital technology has taken away our tactile sensations. But touch has played an important role in understanding the world throughout history. Traditional painting tools keep us in touch with the tangible world. Therefore, sometimes draw, spend time outdoors without a special purpose, experiment with geometry manually, so that your designs are multifaceted in essence and elegant in appearance. As geometry tells the truth about the universe and how it works, so a designer who understands the work of basic forms can give an elusive and at the same time strong reinforcement to the logo so that it conveys its message better.
Basic geometrical tools are as simple as the shapes they create. A compass, a pencil and a ruler are all you need to create various geometric shapes.
Forms describe functions that do not change depending on their scale. In addition, the order of constructing forms is similar to the order of multidimensional space. Zero, one, two, three and four dimensions are also known as degrees of freedom. Degrees of freedom express a gradual increase in independence from the lowest in higher dimensions, starting with the zero dimension, which corresponds to a circle.
Geometry begins at the center, the source of the all-encompassing circle. A simple point is also a zero dimension. In the physical sense, a dot denotes a place in space, so it does not have freedoms - or zero degrees of freedom. The starting point at which we put the compass gives rise to a circle, which is a form independent enough to constantly roll and rotate in the physical world. It has no restrictions on angular shapes (although angles have their own functions).
A circle is the mother of all figures, since it is an archetype from which the rest of the geometry is drawn. In nature, everything happens the same way: life begins in the form of a single cell or seed. The basic principle of the circle is a container that protects, supports and gives life. It allows you to scale it from miniature organisms and cells to the size of a planet that supports different types of life.
In geometry, a circle begins as a simple point surrounded by an infinite number of points that join together in a circle. Just as a fertilized egg contains everything you need to create a living organism, so in a circle contains all the possibilities.
In logos, a circle means many parts or individuals that form a whole. The circle represents the unifying groups - collectives, non-profit, global organizations and government agencies.
Logos: The Dallas Opera, PBS and AgriCultura
The Dallas Opera, PBS and AgriCultura are examples of circular patterns used in logos to convey basic customer information. The “O” in the Dallas Opera logo represents one of two uppercase letters in the name and at the same time compiles a covering template representing a diverse group of musicians making up the organization. The style of the logo emphasizes the grace and sweat of the music. The circle surrounding PBS covers the entire demographic group (which is indicated by repeating images of the head) for which the company’s broadcast is designed. And the hand and leaf representing the network of farmers that make up AgriCultura are included in a circle describing their common goal.
The egg must divide to become a multicellular organism, and the circle must be cloned to create the next geometric figure. By placing the compass needle on the outer edge of the circle and drawing a second circle of the same diameter, we copy the first. We will be able to connect their two centers together and push the point to the line. A line can only move in one direction, forward or backward, and therefore it has only one degree of freedom.
And at the intersection of two circles another shape is born. The second line connects the overlapping circles and intersects with the first at an angle of 90 °. When two opposites connect, they create a connection.
Elements intersecting at right angles represent opposites in the logos working together. The power of symbolism extends this concept, and this configuration may come in handy to represent a union or joint effort between two different goals.
The intersecting lines in the logo of Heart Hospital of New Mexico support its goal, which is to treat patients balancing between life and death, and complements the more specific messages conveyed by the design.
Historically, hospitals have used intersecting lines as the basis of the logo. At the symbolic level, these institutions are at the crossroads of life and death. I used the historical Sun symbol used by the Zia Indians, which is depicted on the New Mexico flag, and added a heart and hand to complete the hospital concept.
The idea of complementary opposites can also be conveyed by the amygdala core from two overlapping circles. This form is called vesica piscis (fish bubble) or mandorla, and is a by-product of the geometric process that is used to build the connection between two points.
After the point has turned into a line, you can take the next step by constructing a triangle. Two degrees of freedom is much more than one. An enclosed flat space makes it possible to move along two axes within yourself, and not just forward and backward.
A triangle is a safe figure when it stands on a base or is combined with inverted copies. It is often used as the basis for structural support in buildings and bridges, or as part of a curb in art. This is the form of geodesic domes, trusses of bridges, arched doorways (a triangle with an arch at the top), as well as the shape of the pelvic bone, which allows people to walk on two legs.
A triangle translates a solid base to a point. From a philosophical point of view, he stands firmly on the earth and points to something invisible. It is clear why the triangle is used as an arrow - it leads from one thing towards another. Because of this, the triangle is often used as a symbol of inspiration or aspiration. The top of the mountain is a metaphor for inspiration.
Recycling - action in three parts. Coming into the world, being, and then folding for any other purpose. Simply put, a triangle is a metaphor for birth, life, and death, or the beginning, middle, and end. The recycling symbol expresses this sequence in the simplest way - the triangular arrows spanning the three parts of the triangle.
Also, a triangle is a symbol of transformation, a mediator between one-dimensional and three-dimensional spaces. All words starting with tri- or trans- (“through” in Latin) refer to the strength of the triangle and to a safe space that allows serious changes or some movement to take place. Life begins with a zero dimension from a unicellular egg. Then it divides and turns into a multicellular embryo inside a safe triangle of the pelvis (a metaphor for two dimensions). After that, it turns into a more complex three-dimensional form. Then life begins to go - and this is a metaphor for the four dimensions.
The 19th-century calligraphy of the Japanese Zen master Sengai Gibon, called the "Universe", literally translates as "Circle, Triangle, Square." The picture shows the universal process of separation and transformation of the whole - the process is read from right to left, as is customary in the traditional Asian style.
A triangle embedded in the logo can symbolize a look outside, inspiration, a major change or movement. Note that many automakers include a triangle or three elements to describe their products.
The triangle at the top of the unfinished pyramid on a dollar bill symbolizes the inspired hope of a new country, security and the transformation of the past into a better future. The three-legged symbol on the logo of the Ministry of Transport refers us to the ancient symbol of triskelion, which means eternal movement. The logo also uses a circle symbolizing the organization responsible for movement in the whole country. Geometric symbols are simple, so they can be used together, enhancing the meaning of the logo.
Developing the logo for MuSE (Multi-User Synthetic Environment, a multi-user artificial environment), I wanted to show the client’s goal - the interpretation of raw data in an understandable visual format. For example, a surgeon needs to look at an MRI image to get to a brain tumor; The program must pass many tests so as not to accidentally launch a rocket due to a lightning strike.
The logo uses mythical muses. The triangular shape denotes the transformation of numerical data into something more; three shadow faces indicate the quality of the contours, or depth, visualized in two dimensions.
Squares and rectangles are the least interesting of all the basic shapes, but they are also beneficial. Adding a fourth point, depth, creates a tetrahedron, or pyramid, with the z axis, and takes us into a three-dimensional world. We use the four-sided symbol to describe the four points of three-dimensional space, or three degrees of freedom.
A four-dot shape stands for stability. It is not often found in nature, but in man-made things these are city blocks, parks, squares, buildings, building materials (bricks, tiles), windows, monitors and paintings within. Even paper money subconsciously conveys value through form. Historically, coins were made from precious metals, and their value could be determined by weighting. The cost of paper money fluctuates quite strongly, because it depends on markets that can be manipulated.
The quadrangle represents the real, real world. It is rectangular, fortified and stable. This form is simple and box-shaped, and the logos using it mean that the client is direct and straightforward. Banks, lawyers, insurance and accounting companies, contractors, often use this template to represent them as stable and reliable.
MediaDesk NM provides non-profit organizations access to communication services so that they can concentrate on working with their communities. The visual elements were prompted by the name - media, desk (table) and New Mexico. Tables are quadrangular; the shape of the state of New Mexico is similar to a quadrangle. Small squares together with large ones symbolize speech, communication. Small boxes also indicate individual non-profit organizations that contribute to overall stability.
Five points - the basis for pentagons and five-pointed stars. Stars signify perfection: five-star restaurants, hotels and flags come to mind, as well as movie stars. In the human body, the number five occurs several times - five processes from the body, five fingers on the hands for using tools, five toes for movement, five basic senses.
If you have to look for food in nature, remember that fruits grown from five-petalled inflorescences (apricots and pears) or spiral flowers (vitamin C in rose hips) are usually nutritious. But six-petalled inflorescences are usually poisonous or have medical use (poison and medicine are one and the same in different proportions). Apples, cherries, peaches, pumpkins - all of them have flowers with five petals.
Since nutrition for the body is extremely important, it is not surprising that a five-pointed star denotes the best of the best. Converse and Starbucks are examples of well-known logos that use stars as an element to designate themselves as the very best. Stars are rarely used in cultural works, but they are firmly connected with spirals, which are much more common.
A star can be used as a template for a spiral, one of the universal forms. Several turns of the star’s triangular arms can be scaled to smaller and smaller sizes, and their contours will be drawn in a spiral. The ability of this form to rotate and infinitely decrease or increase denotes the principle of regeneration.
A spiral indicates the cyclical nature of time in space, it constantly repeats and at the same time changes with each rotation. This is the fourth dimension, time and space.
In nature, the five-pointed star and spiral are also intertwined. They can be seen in the sunflower. When viewed from above, the star can be seen by the way the leaves of the plants grow, and in profile these leaves go around the stem in a spiral. These two aspects work together to provide the best access to solar energy - this way shadows are minimized and the flow of rainwater is redirected directly to the roots.
Clients involved in creative activities and organizations specializing in futurology and creative thinking combine well with this form.
Swan Songs (swan songs) is a non-profit collective of musicians who play for terminally ill people, and I immediately realized that the treble clef could include the shape of a swan. The client chose the appropriate name, and I combined the properties of the swan and music.
This logo not only includes the visual characteristics of the organization, but also with the help of a spiral means infinity - a metaphor for the eternal circle of existence and regeneration of life. This logo calms and conveys a positive attitude to its audience, and complements the lack of commercial benefits.
Who would have thought that simple geometry contains such depths and such significance? It is very effective if you carefully include it in the logo. Geometric shapes themselves have too many meanings to create a logo on their own, but their universal meanings can support the general idea of a logo that it needs to convey. Add a combination of symbols, metaphors and natural patterns - and your simple and elegant logo will be able to convey a lot of information to its audience, and will be deposited in memory.
Galileo knew about this. All ancient civilizations that left a mark on culture knew this. Simple forms form the basis of the geometry of the universe. People invented a lot of things, but not us came up with simple forms. We opened them by observing nature. Understanding the basic forms and their functions taught us orientation in space and time, inspired mathematics, technology, languages and evolution.
The universe cannot be read until we learn the language in which it is written. It is written in the language of mathematics, and its letters are triangles, circles and other geometric shapes, without which a person is not able to understand a single word.
- Galileo Galilei
Geometric tools
A set of simple shapes was used in the art of all cultures: circle, intersecting lines, triangle, square and spiral. Cultural anthropologist Angel Arjen studied and wrote down the common features of the arts for several decades, and found repetitive forms used in all forms of art. She called them "five universal forms."
Each of the main forms has its own function, it combines form and purpose. The circle rolls freely, the lines travel and intersect, the triangle stands firmly and points away from itself, the quadrangle is inevitably stable, the spiral twists with elegant perseverance. Do not let the simplicity of forms deceive yourself. They are so simple, and that is why they are scaled and used as bricks that make up nature and the world created by human hands. And they also serve to transmit messages in logos.
A bit of geometry
The goal of the logo is to convey something to the client in the simplest but most comprehensive way. Simple forms tell about the basic properties of the organization in a direct way, and are used in all types of design - graphic, interior, landscape, food, industrial and architectural.
For me, no childhood experience has brought such confidence in their own research capabilities as geometry.
- Richard Buckminster Fuller
Our feelings process a huge amount of information. And only a small part of it is noticed by consciousness, since the brain cannot process the endless stream generated by the outside world. Due to the amount of information, most of it is absorbed subconsciously.
Digital technology has taken away our tactile sensations. But touch has played an important role in understanding the world throughout history. Traditional painting tools keep us in touch with the tangible world. Therefore, sometimes draw, spend time outdoors without a special purpose, experiment with geometry manually, so that your designs are multifaceted in essence and elegant in appearance. As geometry tells the truth about the universe and how it works, so a designer who understands the work of basic forms can give an elusive and at the same time strong reinforcement to the logo so that it conveys its message better.
Basic geometrical tools are as simple as the shapes they create. A compass, a pencil and a ruler are all you need to create various geometric shapes.
Forms describe functions that do not change depending on their scale. In addition, the order of constructing forms is similar to the order of multidimensional space. Zero, one, two, three and four dimensions are also known as degrees of freedom. Degrees of freedom express a gradual increase in independence from the lowest in higher dimensions, starting with the zero dimension, which corresponds to a circle.
Circle: zero dimension
Geometry begins at the center, the source of the all-encompassing circle. A simple point is also a zero dimension. In the physical sense, a dot denotes a place in space, so it does not have freedoms - or zero degrees of freedom. The starting point at which we put the compass gives rise to a circle, which is a form independent enough to constantly roll and rotate in the physical world. It has no restrictions on angular shapes (although angles have their own functions).
A circle is the mother of all figures, since it is an archetype from which the rest of the geometry is drawn. In nature, everything happens the same way: life begins in the form of a single cell or seed. The basic principle of the circle is a container that protects, supports and gives life. It allows you to scale it from miniature organisms and cells to the size of a planet that supports different types of life.
In geometry, a circle begins as a simple point surrounded by an infinite number of points that join together in a circle. Just as a fertilized egg contains everything you need to create a living organism, so in a circle contains all the possibilities.
In logos, a circle means many parts or individuals that form a whole. The circle represents the unifying groups - collectives, non-profit, global organizations and government agencies.
Logos: The Dallas Opera, PBS and AgriCultura
The Dallas Opera, PBS and AgriCultura are examples of circular patterns used in logos to convey basic customer information. The “O” in the Dallas Opera logo represents one of two uppercase letters in the name and at the same time compiles a covering template representing a diverse group of musicians making up the organization. The style of the logo emphasizes the grace and sweat of the music. The circle surrounding PBS covers the entire demographic group (which is indicated by repeating images of the head) for which the company’s broadcast is designed. And the hand and leaf representing the network of farmers that make up AgriCultura are included in a circle describing their common goal.
Line: one dimension
The egg must divide to become a multicellular organism, and the circle must be cloned to create the next geometric figure. By placing the compass needle on the outer edge of the circle and drawing a second circle of the same diameter, we copy the first. We will be able to connect their two centers together and push the point to the line. A line can only move in one direction, forward or backward, and therefore it has only one degree of freedom.
And at the intersection of two circles another shape is born. The second line connects the overlapping circles and intersects with the first at an angle of 90 °. When two opposites connect, they create a connection.
Elements intersecting at right angles represent opposites in the logos working together. The power of symbolism extends this concept, and this configuration may come in handy to represent a union or joint effort between two different goals.
The intersecting lines in the logo of Heart Hospital of New Mexico support its goal, which is to treat patients balancing between life and death, and complements the more specific messages conveyed by the design.
Historically, hospitals have used intersecting lines as the basis of the logo. At the symbolic level, these institutions are at the crossroads of life and death. I used the historical Sun symbol used by the Zia Indians, which is depicted on the New Mexico flag, and added a heart and hand to complete the hospital concept.
The idea of complementary opposites can also be conveyed by the amygdala core from two overlapping circles. This form is called vesica piscis (fish bubble) or mandorla, and is a by-product of the geometric process that is used to build the connection between two points.
Triangle: two dimensions
After the point has turned into a line, you can take the next step by constructing a triangle. Two degrees of freedom is much more than one. An enclosed flat space makes it possible to move along two axes within yourself, and not just forward and backward.
A triangle is a safe figure when it stands on a base or is combined with inverted copies. It is often used as the basis for structural support in buildings and bridges, or as part of a curb in art. This is the form of geodesic domes, trusses of bridges, arched doorways (a triangle with an arch at the top), as well as the shape of the pelvic bone, which allows people to walk on two legs.
A triangle translates a solid base to a point. From a philosophical point of view, he stands firmly on the earth and points to something invisible. It is clear why the triangle is used as an arrow - it leads from one thing towards another. Because of this, the triangle is often used as a symbol of inspiration or aspiration. The top of the mountain is a metaphor for inspiration.
Recycling - action in three parts. Coming into the world, being, and then folding for any other purpose. Simply put, a triangle is a metaphor for birth, life, and death, or the beginning, middle, and end. The recycling symbol expresses this sequence in the simplest way - the triangular arrows spanning the three parts of the triangle.
Also, a triangle is a symbol of transformation, a mediator between one-dimensional and three-dimensional spaces. All words starting with tri- or trans- (“through” in Latin) refer to the strength of the triangle and to a safe space that allows serious changes or some movement to take place. Life begins with a zero dimension from a unicellular egg. Then it divides and turns into a multicellular embryo inside a safe triangle of the pelvis (a metaphor for two dimensions). After that, it turns into a more complex three-dimensional form. Then life begins to go - and this is a metaphor for the four dimensions.
The 19th-century calligraphy of the Japanese Zen master Sengai Gibon, called the "Universe", literally translates as "Circle, Triangle, Square." The picture shows the universal process of separation and transformation of the whole - the process is read from right to left, as is customary in the traditional Asian style.
A triangle embedded in the logo can symbolize a look outside, inspiration, a major change or movement. Note that many automakers include a triangle or three elements to describe their products.
The triangle at the top of the unfinished pyramid on a dollar bill symbolizes the inspired hope of a new country, security and the transformation of the past into a better future. The three-legged symbol on the logo of the Ministry of Transport refers us to the ancient symbol of triskelion, which means eternal movement. The logo also uses a circle symbolizing the organization responsible for movement in the whole country. Geometric symbols are simple, so they can be used together, enhancing the meaning of the logo.
Developing the logo for MuSE (Multi-User Synthetic Environment, a multi-user artificial environment), I wanted to show the client’s goal - the interpretation of raw data in an understandable visual format. For example, a surgeon needs to look at an MRI image to get to a brain tumor; The program must pass many tests so as not to accidentally launch a rocket due to a lightning strike.
The logo uses mythical muses. The triangular shape denotes the transformation of numerical data into something more; three shadow faces indicate the quality of the contours, or depth, visualized in two dimensions.
Four-sided figures: three dimensions
Squares and rectangles are the least interesting of all the basic shapes, but they are also beneficial. Adding a fourth point, depth, creates a tetrahedron, or pyramid, with the z axis, and takes us into a three-dimensional world. We use the four-sided symbol to describe the four points of three-dimensional space, or three degrees of freedom.
A four-dot shape stands for stability. It is not often found in nature, but in man-made things these are city blocks, parks, squares, buildings, building materials (bricks, tiles), windows, monitors and paintings within. Even paper money subconsciously conveys value through form. Historically, coins were made from precious metals, and their value could be determined by weighting. The cost of paper money fluctuates quite strongly, because it depends on markets that can be manipulated.
The quadrangle represents the real, real world. It is rectangular, fortified and stable. This form is simple and box-shaped, and the logos using it mean that the client is direct and straightforward. Banks, lawyers, insurance and accounting companies, contractors, often use this template to represent them as stable and reliable.
MediaDesk NM provides non-profit organizations access to communication services so that they can concentrate on working with their communities. The visual elements were prompted by the name - media, desk (table) and New Mexico. Tables are quadrangular; the shape of the state of New Mexico is similar to a quadrangle. Small squares together with large ones symbolize speech, communication. Small boxes also indicate individual non-profit organizations that contribute to overall stability.
Five-pointed star and its related form, spiral: five degrees of freedom
Five points - the basis for pentagons and five-pointed stars. Stars signify perfection: five-star restaurants, hotels and flags come to mind, as well as movie stars. In the human body, the number five occurs several times - five processes from the body, five fingers on the hands for using tools, five toes for movement, five basic senses.
If you have to look for food in nature, remember that fruits grown from five-petalled inflorescences (apricots and pears) or spiral flowers (vitamin C in rose hips) are usually nutritious. But six-petalled inflorescences are usually poisonous or have medical use (poison and medicine are one and the same in different proportions). Apples, cherries, peaches, pumpkins - all of them have flowers with five petals.
Since nutrition for the body is extremely important, it is not surprising that a five-pointed star denotes the best of the best. Converse and Starbucks are examples of well-known logos that use stars as an element to designate themselves as the very best. Stars are rarely used in cultural works, but they are firmly connected with spirals, which are much more common.
Stars love spirals and spirals love stars
A star can be used as a template for a spiral, one of the universal forms. Several turns of the star’s triangular arms can be scaled to smaller and smaller sizes, and their contours will be drawn in a spiral. The ability of this form to rotate and infinitely decrease or increase denotes the principle of regeneration.
A spiral indicates the cyclical nature of time in space, it constantly repeats and at the same time changes with each rotation. This is the fourth dimension, time and space.
In nature, the five-pointed star and spiral are also intertwined. They can be seen in the sunflower. When viewed from above, the star can be seen by the way the leaves of the plants grow, and in profile these leaves go around the stem in a spiral. These two aspects work together to provide the best access to solar energy - this way shadows are minimized and the flow of rainwater is redirected directly to the roots.
Clients involved in creative activities and organizations specializing in futurology and creative thinking combine well with this form.
Swan Songs (swan songs) is a non-profit collective of musicians who play for terminally ill people, and I immediately realized that the treble clef could include the shape of a swan. The client chose the appropriate name, and I combined the properties of the swan and music.
This logo not only includes the visual characteristics of the organization, but also with the help of a spiral means infinity - a metaphor for the eternal circle of existence and regeneration of life. This logo calms and conveys a positive attitude to its audience, and complements the lack of commercial benefits.
Conclusion
Who would have thought that simple geometry contains such depths and such significance? It is very effective if you carefully include it in the logo. Geometric shapes themselves have too many meanings to create a logo on their own, but their universal meanings can support the general idea of a logo that it needs to convey. Add a combination of symbols, metaphors and natural patterns - and your simple and elegant logo will be able to convey a lot of information to its audience, and will be deposited in memory.