LIKE DID YOU SEE THAT???

THE IMAGE

PICTURES

SYMBOLSSIGNS

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PRACTICALThe world of Sensory experience

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PICTORIAL ANALOGUESReasoning by fusing sensory apearance andgeneric concepts into one uni�ed cognitive statement.

shapes colors movement

Letters, words Ambiguity

ImaginationThat is your creation!

Generic ThinkingRealistic Faithfullness

Lifelike PresenceFlesh & Blood to Structural Skeleton of ideas

Beware!! The thin line between Picture & Symbol...

PopularityThe Legendary Nazi Flag’s design had a striking simplicityand was highly efective

Lateral ThinkingVisual Dynamics of simple Line & ColorAway from Physical Reality

THE IM

AGE ECOLOGICAL SYSTEM

IMAGES TO SUIT THEIR FUNCTIONS

abst

ract

nes

s

abst

ract

ion

complexity

Trademark

IDEAS!

Achtung: The presence of a strong brandmark,instead of a simple Logotype can actually be adetriment to the image of the brand!

Since a good abstract does not portray the external shape of physical objects,it is closer to the pure forces it portrays symbolically

Some paintings & sculptures that portray �gures, objects actions in a more or less realistic style make no sense as reports on what goes on in life on earth, but are intended as symbolic vehicle of ideas

Since the picture is deciphered, the beholder is given the task of �guringthings out

Conceptual norm becomes poverty of imagination

ABSTRACTION - The 2 ScalesFunctions of pictorial analogues

Identi�cation can be achieved by Strong Penetration

Insistent reinforcement of theassociation of signi�er and referent

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A good modern trademark interprets the character of its wearer by associa-ting it with sharply de�ned visual forces.

EMBLEM LOGO TRADEMARK

More abstraction = More ideas!

Non - Mimetic Form--------------------------------

Stylized Objects--------------------------------

Replicas

pictures

symbols

represent

Forces Ideas--------------------------------

Symbolic Vehicles--------------------------------

Genera--------------------------------

Particulars

IMAGE

HIGH

LOW EXPERIENCE

IMAGES & ABSTRACTNESS

level ofabstractness