One logo that I find quite appealing that uses the Gestalt principles is the logo for Cigna, which is a healthcare insurance provider. This logo uses numerous Gestalt principles to appear as a cohesive unit. The first principle that I noticed was proximity. By aligning the green tear-drop shapes so close together, combined with the orientation of the green and blue lines, my brain immediately forms an image of a tree. Additionally, these shapes use the similarity principle to associate the color of the green dots with the green line below them. By making these objects the same color, they are associated as made of the same material which reinforces the idea that the image is a tree with grass beneath. The tree image signifies life and health, which are critical messages for a healthcare company to be sending.
Additionally, the image uses the Gestalt principle of figure to create a second image in the viewer’s mind. By utilizing ambiguous figure, the shapes can be reinterpreted as the body and head of a person with arms raised to the air, throwing some sort of leaves or confetti as in a celebration. This gives the logo a very positive feel, as if this person is healthy and happy. It is impossible to tell whether the image of the tree or the person is predominant, but each send a strong message of health and happiness.
Finally, the Gestalt principle of continuation is also at use in this logo through the green lines that slope downward towards the name of the company. After glancing at the logo, the reader’s eyes will automatically follow those green lines to read the word Cigna and associate the logo with the company name. This ensures that the logo and the company name are seen as related, and the positive images of health and happiness that the logo had conveyed are immediately tied with the Cigna brand name.