“Brand awareness and recognition are facilitated by a visual identity that is easy to remember and immediately recognizable. Visual identity triggers perceptions and unlocks associations of the brand. Sight, more than any other sense, provides information about the world.”
The science of perception examines how individuals recognize and interpret sensory stimuli. The brain acknowledges and remembers shapes first. Visual images can be remembered and recognized directly, while words must be decoded into meaning.
Formula: Shape > Colour > Form
The focus of the lecture, by Ricardo, was to acknowledge how we understand pictorial marks within our practice. An immediately recognisable literal image that has been simplified and stylized. For example: Apple, NBC, CBS, POLO, Lacoste, Greyhound, Twitter. Reading is not necessary to identify shapes, but identifying shapes is necessary to read. The brain acknowledges distinctive shapes that make a faster imprint on memory.
To help us understand this, Ricardo had the class sketch out various shapes. Starting with a circle to a square, triangles and rectangles, a robust to a trapezoid, then the bombshell of a quatrefoil. It was amazing to see how such a simple task could turn out to be such a difficult one. Learning about visual communication and audience, to Photoshop and animation, it seems some of us (including myself) had forgotten about some shapes. However, this proved the theory behind what shapes we see, recognise and associate ourselves with the most, which of course is the circle and the square.
We had a number of game type tasks to do. The first was to see how many logos we could pick out from tiny selections of a logo. Only being about to see a small part of the logo it was our job to associate the colours and shapes of which we thought the logo could be. Good practise for thinking about colour and consistency.
The second task, Ricardo gave us small descriptions of a company, which we were to make mind-maps/spider-diagrams from. Using the words we had written down we had to simplify these into a logo, trying to guess the actual logo of the company. The simplicity of this task was hugely rewarding, as it kept my drawing skills fresh and most of all basic.
I made my own logos game, just for you!
How many did you get?