Look at the Unilever logo, and consider the shape, form, simplicity of design and the way it communicates.
Explain what you consider the different Gestalt principles in this logo to be. Describe the logo and justify your answers.
I believe that the Unilever logo fits into three different Gestalt principles, which are Closure, Proximity and Prägnanz. The logo is made up of multiple figures, which all come together to form the U shape. With the Proximity principle, the eye tie elements together to form a whole, and with the Closure principle, the eye fill in the gaps to form the whole picture. The Prägnanz principle reorganizes complex shapes into something simple. Having all the figures use the same color makes them blend together to one unit.
Pick any 3 Gestalt principles and recreate 3 versions of the logo according to your chosen principle. Be creative and innovative. Sketch, plan and do it by hand before digitally creating your favorite option in vector format.
Upload the entire process to the blog. (Including sketches and research)
I have here attempted to create new versions of the logo, using the Gestalt principles Continuety, Symmetry and Closure.
I chose to make one of the Continuety versions into vector format, one with narrow and one with thick lines. And I also made a version of my Closure idea, using one of the preinstalled Illustrator patterns for the fill.
Visit a popular store (Apple, Nike, Levi’s, H&M, IKEA etc)
Before going, determine the following about their brand identity, and in the shop, evaluate how they remain true to their brand identity. How is the brand identity enhanced (or not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
• What brand identity element are they using in their logo (ex abstract mark or word mark)? • What do you think their brand ideal is? • How do they remain true to their brand ideal within their shops? • Evaluate the customer experience according to the brand ideal. (If the brand ideal is innovation, do you get a sense of that ideal when you visit the outlet?) • Evaluate the visual display of the products according to the brand ideal (if the brand ideal is value, is this expressed in the way they display the products?)
The logo is used on mugs & takeaway cups, merchandise (reusable cups, souvenirs, coffee beans/capsules), on the bottles of flavor syrup, on the employees uniforms, on sugar packets, napkins, cookie wrappers, paper shopping bags and more.
The logo is mostly seen in green, sometimes with white background, sometimes with the material color (paper bag). The logo also appears in pure white (mugs) and in black and white on some items.
Most of the time, the logo is used alone, without the word mark. In a some instances the logo and word mark are used together, and in some instances only the word mark appear.
The current posters and menu boards have a solid, dark green background.
This particular Starbucks seemed busy when I visited this afternoon. The staff appeared confused and there where lots of backed up drinks, and a lot of customers waiting for them.
Look at the logos and explain what you consider their positioning to be.
Instagram’s current logo features a simplified outline of a camera. It’s often used as is, or accompanied with the word mark Instagram in a cursive font. The logo often also features a colorful gradient background. This same gradient is also used on the apps Boomerang, Hyperlapse and Layout, except these have a white background and use the gradient to fill in the symbol.
The logo comes of as playful and artsy, and it plays upon the creative aspect of the app.
Mercedes’ logo has a timeless and classic feel to it. The logo is used on all platforms such as web, print and merchandise, and is of course used on the vehicles as well. The brand has both a hard working – down to earth and a high end aspect, as the same logo can be seen on both everyday trucks and busses and on the elegant and expensive personal vehicles. The brand has a high status reputation.
Mastercard is an everyday brand that has become synonymous with credit cards. Today it’s usually expected that all businesses accept Mastercard as a form of payment along with Visa.
Today’s logo features two overlapping circles, and the word mark Mastercard. The two circles looks like a venn-diagram. It can appear to look like it connects two people. It can also represent coins transferring between accounts.
Investigate the history of the product and the company that manufactures it. Give an outline of what you following to be:
• Describe the iPhones brand identity – exactly as you see it. • What do you think its positioning is currently? • What do you think the strategy for this product was? • What research do you think was done on this by the company who made it?
The first iPhone was released in 2007 and they have now, in 2019, recently released the iPhone 11. The product has been in continuous development and Apple has been, and continues to be, in the lead of innovation and tend to be the first to offer new features. Apple focuses on the user and their needs.
The iPhone has had, and still has a clean and simplistic look. There’s always a reason for the features Apple add, and they stay clear of gimmicks. Apple thrives to make the customers life better and easier. They are inclusive and they learn from their own and other companies mistakes.
I think Apple has done lots of research into what the customer wants and how they use their devices. Apple appear to have done their homework well when it comes to accessibility, and has included many good features for people who are hard of hearing or visually impaired.
Now take the same product as in question 2 and explain how the visual element (the logo) fits in with the brand identity.
Apple’s logo is simplistic, clean and easily recognizable as an apple.