Finding Gestalt Principles in Popular Logos

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One logo we all probably know quite well is the famous Pepsi logo. For about as long as most of us can remember, the logo depicts a circular, almost sphere-like structure with a bold wave flowing across the center, all while using the patriotic American: colors, red, white, and blue. The Pepsi logo specifically uses the Gestalt principle of continuation. If you look closely at the white stripe at the center of the circle, you notice that it’s not just a white stripe, but a white stripe with motion, almost like a wave in the ocean or a wave of flavor that flows out from every can of Pepsi. It represents the idea that the flavor of Pepsi is almost endless or everlasting. The symbolism of continuation by the white stripe in the middle is most likely meant to represent the fluidity of the soda itself, while the colors remind us of our national pride. Perhaps the flowing white stripe in the middle could also be symbolic of the can in which the soda is contained; in a way, it could be reminiscent of the cylindrical shape of the can, which helps to reinforce the idea of fluidity and continuation in the brand as a whole.

Cory Fernandez

One Comment

  1. Cory, I agree that the Pepsi logo is such a great representation of the Gestalt principles. I love how you pointed out WHAT the principles mean and lead the viewer to feel and think through design. This is so important in graphic design and you did a great job connecting design elements and principles to realistic perceptions and reasons.

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