This outdated Apple Mac logo is a prime example of the use of Gestalt principles. Continuation is when the eye is lead from one object to another. The line used to make a nose leads the audiences from the top of the logo down to the wordmark. The Gestalt law of proximity states that "objects or shapes that are close to one another appear to form groups". Apple uses lines and a rectangular box, which in close proximity, form an image. The use of a face clearly represents the form of communication that Mac computer's offer to the world. The rectangular shape serves to represent an actual computer screen. The face and wordmark are both done in black, which organizes the logo. The blue is a good color choice by the company because of the popularity of the color amongst audiences. The two shades cause the audience to believe that there are two faces. This lends to the image of Mac: a symbol of public communication. This design creatively portrays Mac's functions and features, through the logo.
I think this logo in particular is an interesting one to consider, because it is interseting to think about the ways that gestalt principles change with the times. This logo is outdated, and Mac has taken up a new one, at the same time as it has prospered as a company. Apple has flourished, and as a result of this, needed a new logo. Mac now has a much more technological and modern feel, and the logo must suit this.
ReplyDeletei do agree that the gestalt of continuation is used in this old version of the Apple logo.
ReplyDeleteEven though this logo is outdated, I feel like this one is a lot easier to understand because on the Gestalt principles. I know that the company is trying to reach diverse audience because of the illusion of two faces through continuation and figure/ground. I also know it wants to come across as simple because of the geometric shapes and lines. I think that this logo as a great example of how Gestalt principles can help a viewer understand what a logo is trying to convey.
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