Figure Ground Logo

This logo for a company called Schizophrenic uses the gestalt principle of figure ground. As a play on the company's name, the logo humors the mental disorder known as schizophrenia. When looking at the logo a smiling face or a frowning face can be seen, depending on which part of the logo becomes the figure and which becomes the ground. As we talked about in class, the best logos are the simplest logos and this logo is definitely reductive. Rather than using a full representation and drawing out a face, this logo is a pictograph composed of two colons with a parenthesis in the middle to form the faces. Also, by using a cool color that recedes rather than a warm one, the white logo is what comes forward to the eye against the blue background that recedes.