Geometry in branding

The work I researched with the MIT Lab, link here, has inspired me to take a look into geometry and how it can be used in logo and monogram designs. I think that when numbers, scale and simple shapes are used specifically in design the outcome is always professional and clean ( just like the MIT Lab work) and those are words that I want associated with my brand so I have decided to take a deep look into this idea and concept.

The importance of geometry in branding

I have read a few blogs online about the importance of geometry in branding and here is what I have discovered…

What is geometry?

The branch of mathematics concerned with the properties and relations of points, lines, surfaces, solids, and higher dimensional analogues.

The beginning of the basic shapes

Basic shapes make up the fundamental geometry of the universe, these include the circle, intersecting lines, the triangle, the square and the spiral.  Angeles Arrien who is a cultural anthropologist researched this topic over many decades and discovered these 5 consistent geometric shapes and she found that they are embedded in all art forms throughout time in all cultures! She named them “the 5 universal shapes.”

“The universe cannot be read until we learn the language in which it is written. It is written in mathematics, and the letters are triangles, circles and other geometrical figures, without which it is humanly impossible to understand a single word.”

 

– Galileo Galilei

It is hard to believe that these simple forms can be used as building blocks in many cultures for art and design but it is because they are so simple that they have the ability to scale consistently and are used as the foundations for many natural as well as man made creations over the years. These 5 universal shapes can also provide consistent messaging for a logo and can be the building blocks to design a strong monogram for any brand.

Taking a deeper look into some of these shapes

The circle

The circle is known as the mother of all shapes and this is because of its archetypal shape from which all other geometry is drawn from. Geometry begins with the center point of a compass the simple point is also considered a zero dimension, see below. This single point is surrounded with an infinite number of points which therefore make up the circle. This was interesting for me to discover because I have never really thought that deeply into he construction of a circle, through this research I am now aware that the circle holds all possibilities due to its form and this can therefore result in an infinite number of design options and limitless outcomes when it comes to logos!

When it comes to logo design a circular logo shape actually represents and or implies that the company is made up of many individuals or groups, it represents a collective group or many parts that overall make up an organisation. Over the years many company have opted for a circle type logo and I have included a couple of modern day examples and it makes sense to me now why they have chosen the circle design as these famous companies have multiple branches and they need to represent a multitude of people such as the Olympics.

Examples of companies that use circle logos

A line- one dimension

What does this mean?

This is when two circles connect and the two center points meet together and “push the point” into a line, developing the point into one-dimensional space, the two circles give one another line-joining reference at their intersections.

In regards to logos and their design it is understood that when two elements that intersect at right angles represent opposites working together, I think that this is a nice concept for a logo and i’s meaning I wasn’t aware that two circles touching had so much significance. From researching further I have discovered that when these two opposites come into contact with one another they actually form a connection or relationship which could be a nice symbolic aspect to a logo.  This concept is something that I should consider for my own monogram as my initials area CG and perhaps overlapping two circles and working on the geometry of this shape will give me an interesting and well designed monogram. therefore giving my monogram a deeper and significant meaning behind it.

Almond shape

Moving into a more dynamic shape again this shape focuses on the circle combination and connection, this idea also represents the idea of complimentary opposites with geometry still at the heart of its concept. This shape is known as the mondoral and is the result of a process based on geometry which is about a point-to-point connection. I find that there is something so elegant about this shape and experimenting with connecting different points you can achieve a range of outcomes for a logo!

The above image shows the designers process which is the most important part when it comes to logo and monogram design, it shows clearly how he experimented with many different options and concepts, overlapping in different areas and playing around with initials as well and with all of this experimentation and sketching he landed on the perfect elegant logo.

The spiral

The spiral is a visual representation of cyclical time in space, repeating as a consistent but new cycle with each rotation. This can be created by using a star’s points to scale and this therefore provides a geometric source for the spiral’s construction and using curves instead of angles creates the phi spiral see below.

The spiral shape is a symbol for infinity, a metaphor for the endless loop of existence. I find this idea really inspiring and this particular form for a logo can be consoling for the audience and also inflict a feeling of positivity for them too, highlighting this idea of endless outcomes or possibilities. I think that this geometric process and concept could prove useful to me and my own monogram, as my initials are CG that has a lot of curves within the letters so maybe I could use a spiral inspired approach for my design.

How can I apply geometry to my own logo?

From looking at the the importance of geometry in logo design I have been heavily inspired and as a result I want to experiment with simple shapes, especially circles due to my own initials. The basic geometer’s tools are as simple, they include a drawing compass, pencil and straightedge and using these tools I can create a range of geometric possibilities. Below I have used a compass to experiment with some rough sketching of shapes, I think working with geometry like this has definitely helped inspire my ideas for my own monogram and the possibilities for it.

Sketching some possible ideas using geometry

This sketching has been a fun introduction to the creation of my monogram and I will continue to make many more iteration for my monogram and I will be sure to experiment further with geometry based iterations and ideas. I am excited to sketch more monogram ideas and see how the help of geometry can aid my designs.

What did I learn from this?

• I now know that the purpose of a logo is to communicate the client in the simplest but most comprehensive way possible.
• I was surprised at how these simple shapes has such depth and relevance when it comes to logo design.
• I have learned that these shapes begin in a simple form but with experimentation and modifications that the geometry allows they become complex.
• I can now see that the range of outcomes from experimenting with geometry is infinite as seen from the almond shaped logo and the designers process for that.
• I have learned that simple shapes can still leave your audience with big impressions of your brand, and therefore can influence their opinions and thoughts. I shouldn’t underestimate the power of simplicity when it comes to the designing of my monogram and logo.
• Just as geometry provides fundamental truths about how the universe works and it helps shape our understanding of it, a designer’s understanding of how the basic shapes work can give substantial reinforcement to a logo which subsequently will help to align it with what the brand wants to say and its overall message.
• With the combination of these simple shapes and colour, my monogram can still look elegant and it will still speak volumes to the audience with eagles effort.