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This is a trademark created from pure experimentation of graphic composition and optical balance. It’s incredible to see how a simple variation of angles can represent movement to our brains. This is just an optical illusion.
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The use of curved lines crossing the main shape in repetition gives also the appearance of movement and rhythm (multiplication in patterns). Also, the negative space and color help to refer to the sun, things that our brain makes of pure semiotic assumption. All of these variables work symbolically in this graphic composition.
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In reality, there is no movement, there is no sun, no pieces moving, but our brain recognizes things seen in the real world and immediately associates it with another.
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This is the reason why every person when observes a logo or mark they think of another one because of information the brain has in storage which allows to unconsciously relate and associate, group and discern.
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We learn this while we are infants. trained in a lifetime of the ways of visual and other types of communication we find ourselves surrounded by symbols, meanings, and references.
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Now, think of the difficulty and level of expertise required of a designer to create something “unique and different”.
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Design in many aspects can be treated as a science with its methodical ways, hypothesis, and experimentation. Results matter! Also, you will hear people saying that it’s an art; full of subjectivity, feelings, and interpretation.
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The truth is, to design is as complicated as our minds are, we are not only rational thinking or subjective beings, we are a harmonious and divine balance of both.
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Good designers don’t only design, good designers understand. And that is priceless.
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