Week Four: Wolk

This logo design for the clothing chain Urban Outfitters follows a few of the Gestalt principles. The red and black lines that run horizontally across the edge of each of the letters lead the eye across and connect the letters to form an actual word. The rule of figure/ground is also represented; the letter "A" is missing from the logo but anyone would read this logo as "urban." The "A" is not necessary because the consumer's mind fills in the blanks, and the four letter combination rather than five letter combination leads to a cleaner design. The rule of figure/ground is represented again in the photos that have been used to fill in each letter. The images of an urban city are not part of any sort of set and most are cut off at the edges, but it is still obvious what the pictures are of and what kind of clothing the line is trying to represent.
The artist has created a "perfect two" out of the word. Although it is not a first or last name or even two separate words, the word "Urban" has been separated in a way that lines up the four letters in sets of two, allowing for a tight-knit, polished-looking design. The logo used in this ad for Urban Outfitters truly expresses the concept of the company in a way that is simple yet artistic.