What’s in a logo?

One of the assignments for class was to dissect a logo using the various principles of design as laid out in the text. The logo that I used, Weleda, gave me plenty to work with, with contour bias, anthropomorphic form, biophilia effect, and proportional density.


For contour bias, the lines used in the logo are gently curved, and thus more attractive and appealing than if they were sharp.

Anthropomorphic form: the outside lines suggest two people bending towards one another; at the top, one can either imagine hands holding or foreheads leaning towards one another.

Biophilia effect: this is less the logo and more on the packaging, which emphasizes the natural ingredients of the products, using pictures of the herbs and flowers that are used.

Proportional density: There are, to me, definitely enough propositions to be interesting. In the shape of the outside lines we have people, and, taken together, an oval or egg, a very natural and attractive form. The suggestion of hand holding/heads bending together evokes togetherness and trust. Inside the oval there is a design that evokes the rod of Asclepius, which in turn generates a sense of trust for the quality and benefits of the product, leaning as it does on centuries of medicine and knowledge.

I found it fascinating to really break down a little design that I see every day and don’t generally pay any attention to, and consider how much work went into creating it. I’ve resolved to be a little more mindful and take time to notice things like this to appreciate the time and effort that someone, somewhere put in.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s