6 Blog Exercise: Visual Perception

When searching for logos, I usually look for the designs that are simple, but at the same time clever and complex in concept. When i think about logos, i feel that they should represent and help the viewer to describe what it is that the company does, or helps the user remember the company's name.

In this sense I guess you can say that I focus and utilize top-down processing more. For example, I tend to focus more on logos that present a certain meaning, or i try to understand certain aspects of someone's logo, like the name of the company, and the image they have designed for their logo. A great example of this is the logo for the "Spartan Golf Club."

When I see the word "Spartan" I am already focused on seeing a spartan soldier or a helmet, and at first glance you can see that the logo is a Spartan helmet. However at the same time if you focus more on the details of the image, you will notice that there is a golfer in full swing creating the shape of the helmet.

This example helps to illustrate the constant linking and re-linking of the image of the helmet and the word spartan, and the golfer with the word golf club. 

I found this logo interesting because it had fit my search criteria for finding logos that i like. The design is simple, but complex in concept and very clever.