Deconstruction of Logos
Media design is about communicating a message, and this is especially true for brand logos. Research by Foroudi et al. (2017) examines how the shapes, color, and type choices of corporate logos all impact the way consumers view the brand and respond to its message. Understanding how these components work together is an important part of logo design, and much can be learned by deconstructing popular logos.
To deconstruct a design means to analyze its separate components in order to understand how it helps communicate a message. An article from The Logo Company (n.d.) does this by deconstructing the logos of several successful brand. The process examines logo colors, shapes, and font choices while analyzing how each component influences viewers. Designers can utilize the same deconstruction process to advance their knowledge and find new inspirations. When deconstructing a logo, it’s important to look at the brand’s history and previous versions of the logo. This helps designers understand how logos evolve with the brand to better reflect its values and message.
The Role of Space in Design
Designers “reveal the meaning of their messages by using type, imagery, and space” (White, 2011, p. 9). It’s important that all three work together to send a cohesive message. Space is used to connect and separate elements in a design. Space also creates hierarchy and improves legibility while conveying a variety of meanings (Bradley, 2010).
White (2011) notes that an abundance of empty space in a layout will express vastness in the design and a smallness or quiet aspect to the type or graphic that the space surrounds. When type or graphics fill the space, it feels loud or claustrophobic. The use of space should directly relate to the design’s message. For example, a design that utilizes wide, regular margins of empty space and light type denotes comfortable, open characteristics. Conversely, a design with heavy text that fills the layout is more appropriate for a bold in-your-face message.
Cultural Considerations in Creating Meaning
Designers create effective messages by carefully considering the meaning behind each word, shape, and color. However, designers should also “consider the role the audience themselves play in the construction of meaning within the context of visual communication” (Noble & Bestley, 2011, p. 134). It’s important to remember that colors and other design elements have different cultural associations and meanings.
For instance, most Western cultures associate the color orange with warmth and energy. However, orange is associated with mourning and loss in much of the Middle East (Cousins, 2012). For that reason, a restaurant serving Middle Eastern cuisine might find another color more appropriate for their logo. Before choosing colors and other design elements, it is important to research the target market and make appropriate cultural considerations.
References:
Bradley, S. (2010, June 21). How To Use Space In Design. https://vanseodesign.com/web-design/design-space/
Cousins, C. (2012, June 11). Color and Cultural Design Considerations. https://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/
Foroudi, P., Melewar, T. C., & Gupta, S. (2017). Corporate Logo: History, Definition, and Components. International Studies of Management & Organization, 47(2), 176.
Noble, I., & Bestley, R. (2011). Visual Research : An Introduction to Research Methodologies in Graphic Design: Vol. 2nd ed. AVA Publishing.
The Logo Company. (n.d.). Logos that Stick: Analysis of the World’s Most Famous Logos. https://thelogocompany.net/blog/logo-design/logos-stick-analysis-worlds-famous-logos/
White, A. W. (2011). The elements of graphic design: space, unity, page architecture, and type. Allworth Press.
Joshua Siegel's Mastery Journal 