This Evian logo uses the principle of similarity, such that the mountains at the top of the logo look almost the same and are grouped together because of that. The mountains also share proximity, which also causes them to be categorized together, giving the horizon a sense of unity and peacefulness. The principle of continuation is applied such that the mountains seem to be fading and sloping at the bottom, causing the eye to move from left to right. The principle of closure is also apparent, since the mountains are not complete, yet the viewer’s eye completes them. The whole logo appears to be the figure against the white background. This logo ultimately makes it seem like Evian water is limitless and great, due to the vast and towering horizon of the mountains, as well as due to the red and aligned word “evian” appearing underneath them.