Continuing the thoughts generated by my last post… this particular logo has always bothered me because it violates a basic principle of “Gestalt” design theory.
This theory basically says that all properties of a design should work toward a result that is organized, simplified, unified, and understood by the viewer. In essence, the sum should be greater than the individual parts. Gestalt is the German word for form or shape, and in English it refers to the concept of wholeness.
I do not understand the use of orange on this Yellow logo. It makes me think something is wrong. (an indicator that a Gestalt rule is being violated!)
Is the company founder’s name Mr. Yellow? That would be the ONLY reason I might accept the idea that orange is OK to use on that logo.
After thinking about this for a while, I decided to look it up. Wikipedia states that “Yellow” started out as a bus and taxi company, and that this color was chosen because it was determined by DuPont to be the most visible on the highway.
Good idea! “Safety first!” is a good rule too!
Then I noticed their redesign… This I like! It has yellow in it, and it also has some of the Most Visible Orange color! I also like that it is now shaped like a truck windshield. It adds to it’s Gestalt.
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