Work in Progress: The Gestalphabet

Another legibility experiment here inspired by my one time co-consirator, Bastion Ridley, with whom I created next month’s Creative review Annual cover (more on that another day).

Gestalt theory is often used in a lot of classic logo’s and marques, two examples in particular might be the FedEx and Electrolux logos.

For those of you unfamiliar with the idea (borrowing from  Wikipedia here):

“Gestalt psychology or gestaltism is a theory of mind and brain positing that the operational principle of the brain is holistic, parallel and analog, with self-organising tendencies. The Gestalt effect refers to the form-forming capability of our senses, particularly with respect to the visual recognition of figures and whole forms instead of just a collection of lines and curves.”

For example in the letter A, a single black triangle is perceived behind a white triangle, despite there actually only being 3 black triangles drawn. I’m working on the whole alphabet now and should have something to share shortly. Meanwhile, here’s how the O’s looking: