Blurry Brands

I’ve had this particular brand “game” in my head for a little while now, which was then spurred into action after reading Graham Smith’s (aka imjustcreative) excellent post on The Benefits of Starting Logo & Brand Side Projects.

The idea for this came from an interesting piece of psychology I learned of years ago that I’ve since applied to my research and design repertoire in logo design. It’s a very simple maxim and runs like this:

People recognise objects by shape first then colour.

Or, as noted in Hilgard’s Introduction to Psychology by Aktinson et al.:

To recognise an object it is primarily shape, alongside size, colour, texture and orientation which we use to do so.

Essentially, we recognise complex shapes—say, a dog sleeping—by deconstructing them into simpler geometrical forms called “geons” (geometric icons). Pattern recognition comes from recognising these basic components.

This is why I feel that it is extremely important, when designing logos, to focus on developing a unique, simple and recognisable shape first before you even think about colour.

Recognisable Brand Shapes

This is where Blurry Brands comes in. Is your brand still recognisable if you remove all colour from it and even blur the general shape of it?

Here’s just a few for now. See if you can guess them.

Can ye guess what it is yet?

Can You Guess What It Is Yet?

Admittedly, these are fairly easy, but I plan to introduce a wide variety of logos and brands to see how their design shapes up against the full might of my blurring fury.

Reckon you can name them? Leave a comment below with your answer.

What Do I Win?

That warm, fuzzy feeling you get when you’ve answered a question correctly on a gameshow.

Ian Cylkowski aka Izo

Logo & Identity Design

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6 Comments so far. Comments are closed.
  1. Joost,

    Very interesting. I wonder how much you can actually blur shapes like this before they become unrecognizable. Have you tried that?

    • Izo,

      I have actually. Certainly in the three above examples, they appear to be able to withstand rather a lot of blurring, which is a testament to their design.

  2. Thimoteus,

    Google, Coca Cola, McDonalds. Yay, I won a feeling!

  3. It’s really easy: just scroll down to the comments for the answers! 😉


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