LA, week 4-5: Creating a logo using the GESTALT principles
Look at the following 7-eleven logos and consider their shape, form and simplicity of design. The way they communicate and are recognizable.
Both the logos have the same, bright colors: red, orange and green. The colors do an important job to make the logo recognizable although the shapes of the logos are different. Both logos also consist of the customized seven-number, and use the same font on “eleven”.
Identify. In your own words explain what you consider 7-Eleven’s individual Gestalt principle to be. Describe the logo and put it into its own category.
The two logos we looked at consist of the same two simple objects that together make the number “seven”. If these two objects are viewed alone it will not make any particular sense to our mind of what it should look like. Therefore I feel like the GESTALT principle simplicity describes the logo best. The letters don’t follow any of the GESTALT principles.
Pick any three of the gestalt principles and recreate three versions of the 7-Eleven logo according to your chosen principles. Be creative and innovative with how you do it. Sketch, plan, and do it by hand before digitally creating your favorite in a vector format.
I’ve done a bunch of sketches and didn’t really felt anything for them before I put some color on them. Then I didn’t felt like any them answered to the GESTALT principles that we were to use. An then I got the feeling that it didn’t needed to contain a “7” and a “11” to be a logo, so I ended up on the principle simplicity and made a logo I feel that is very modern and simple with a little bit of depth. To keep the feeling of 7-Eleven I’ve used the same colors in the logo as they’ve used in they existing logo.
Here you can see the first signs of the final logo developing!
I put them in to illustrator to get a better vision on how they would end up in colors, and then I settled the version to the right. I felt like this one answered to the GESTALT principles the best way and I started making this one a lot more advanced. This logo (to the right) is actually based on the numbers 7 and 11 tilted counter clock-wise and clockwise 45degrees. In the previous picture you can see this better because of the colors, where the orange makes the 7 and the red makes the 11.
Aaaand, the final result: