Patterns are everywhere we go and our minds can’t help but recognize when a pattern is formed. These patterns can be found in manmade objects such as fabrics or wallpaper; or in nature such as the patterns found on a giraffe or the bark of a tree.

We are inclined to look for visual patterns wether we realize it or not. This is why the Gestalt Principle of similarity works so well when designing logos. The principle of similarity states that objects which share visual features such as shape, size, color, texture, value or orientation will be understood as belonging together. When designing logos we can use this “pattern searching” part of our brain to give a logo unity and interest.

Health Unlimited Logo by The Partners, 1992

Lets take a look at a few examples of how similarity is successfully used in logo design. As you can see in the Health Unlimited logo (above) the similarity between the cross and the moving person is easily discerned. Though each of the shapes between the first and the last are slightly different our minds still sees enough of a resemblance to unite them together. The use of the solid black color for each of the shapes also serves to link each shape to the others.

Reuters Old and New Logo

In both the old and new Reuters logo similar color and dot sizes are used to make the logos cohesive even though the dots never touch. In the old logo the various letters of the word “reuters” are easily legible because the dots share a similar size and color. The current logo adds a more dynamic feel by using slightly varying dot sizes while still being linked together by the use of the orange color.

But it isn’t only similarities that our mind recognizes. We also notice when something is out of order or disrupting a pattern. This is known as an anomaly and it also works well in logo design. As you can see below both the Exxon and Mobil logos make use of a design anomaly in order to add interest. In the Exxon logo the two x’s breaking out of the baseline and cap height create the anomaly. In the Mobil logo the use of the red “o” becomes the anomaly when all the other letters in the name are in blue.

Exxon Logo by R. Lowey, 1971, Mobil Logo by Chermayeff & Geismar, 1965

Both similarity and anomaly create logos that are visually interesting and cohesive. Patterns or anomalies don’t need to be over the top in order to get their point across. When designing a logo remember that the viewer’s mind will pick up even subtle patterns or interruptions in those patterns. In short: keep it simple!