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.

logo-weleda

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.

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