Gestalt Theory in Logo Design – Inspiration for Your Brand Logo

Logo design is fun – true. Logo design is easy – umm… sorry, we beg to differ!

Nowadays, we come across several free or paid portals that let you design your own logo. And many people take an active interest in this for saving some bucks. This is where the problem begins.

See, a logo is one of the primary elements for branding. Professional logo design company experts study and practice really hard to earn the desired efficiency. They also bring a lot of trendy technologies and creative mindset to the table to design a logo. On the other hand, such free portals generally use some clichéd templates that make it difficult for a logo to stand out.

An understanding of various principles is also required to design a stunning logo. Neuro design principle and Gestalt theory are to name a few. Today, we will briefly discuss Gestalt theory so that you can get an idea of what goes behind an eye-catching logo! So, let’s quickly check out.

  • What is Gestalt Theory at the First Place

In the 1920s, some German psychologists developed the theory of visual perception. They analyzed how humans club separate elements into a coherent structure. This concept is known as the Gestalt theory. The German word Gestalt stands for shape, pattern, or structure. Some of the prominent founders of Gestalt Effect are Max Wertheimer, Wolfgang Kohler, and Kurt Koffka.

  • Elements of Gestalt Theory
  1. Proximity

When separate elements are close to each other, they are visualized as belonging to the same group.

Let’s clarify it with an example. The logo of IBM is composed of small horizontal lines – stacked on one the other. Now, when we see all the horizontal bars, we read it as three letters. Our brain combines all the adjacent horizontal bars to develop a single image of the IBM logo.

The Unilever logo also follows this principle. Here multiple miniature icons are clustered together to stand as a U in the logo.

Fun fact: The Unilever logo is meticulously designed incorporating 25 icons that depict some important aspects of the brand.

  1. Closure

The law of closure depicts the ability of the brain to create a complete sense of an object even when it is not present on the surface level. Closure can be identified as the glue that keeps all the elements together. It basically denotes the human tendency to seek patterns.

The key to achieving a perfect closure is to offer sufficient information separately so that the eye can fill in the blank space.

Gestalt closure principle is extremely popular and many top brands use it. For instance, the logo of Ontario Soccer represents five stakeholder groups – coaches, players, volunteers, administrators, and match officials. Even though there’s no actual line, the pattern creates a 3-D soccer ball shape.

  1. Multi-Stability

Multi-stability is our eyes’ ability to see two different things. While checking an image, you may have distinct experiences at the same time since one symbol can trigger multiple interpretations. However, the mind is constantly juggling between multiple ideas and eventually, one interpretation becomes dominant. The more you stare at the picture with the dominant impression in mind, the harder it becomes for the eyes to shift to the other dynamics of the image.

One of the classic examples of this is the Spartan Golf Club logo. Here the profile of the Spartan helmet and the golfer’s mid-swing is depicted in the same image. Which image will register first in your brain often determines your interpretation.

The jewellery boutique Snooty Peacock also capitalises on the same principle to offer multiple perceptions. Here, you can see both a woman with styled hair and a peacock spreading its feather. Masterstroke, we say!

  1. Similarity

Multiple objects with similar visual characteristics automatically seem to be related. It doesn’t have any particular set of objects but it depends on the shape, size, value, colour, orientation, and several other factors.

The logo of Panda Security outlines this principle. You can find an abstract image of a panda in the logo. The logo forms a brilliant link between the logomark and the wordmark.

In another instance of Sun Microsystems, you can find that the SUN logo only contains the letter U – arranged in a loop. When accumulated together, the reverted “U”s form the word SUN on all the sides.

  1. Continuity

Elements aligned with each other are visually associated. For example, separate lines are considered as a single figure if they are continuous. The smoother and symmetrical their segments, the higher the chance of being perceived as a harmonious structure.

The Subway logo is a fine example of this principle. Note how we tend to read the word along the direction of the end arrows.


As you can understand, human eyes and brain look for symmetry and coherence even in diversity. Understanding how a design is perceived and interpreted is a fundamental asset of visual hierarchy and communications – something that a logo designer must possess.

Can you get this by using a free logo maker tool available on the web? That’s your call really!

But before you make the decision, remember the immense importance a logo plays in making or breaking your business. Say, if you own an ecommerce business (which is tremendously profitable these days), even before you reach out for an ecommerce website development, engage logo design professionals to design a stunning and eye-catchy logo.

What is your take on this? Feel free to share your thoughts!

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