A uniqueness of form and a duality of meaning is derived from the natural synergy and intersection of two or more ideas.
Compounding logos find a way to balance two things in one form. For example, Peter Dabinett expresses notions of ‘oversight’ and ‘fairness’ for the Office of Consumer Affairs by compounding scales and a pair of eyes. Simple. Distinctive. Expressive.
The success or failure of such logos is the ability of the designer to allow the viewer’s mind to dance effortlessly between two images. Discomfort, or abrutness can also play its part but historically to a lesser extent.
Historically, the most common elements to compound is the figurative and typographic. By bringing together an initial and a form symbolic of a product or service, the chances of hitting on something ownable are increased.
Another aspect is the degree to which the intersection of the two forms is present, some are immediate, others less so. The aha! moment can often give a viewer a moment of delight in recognition and understanding, and can aid memorability or recollection.
The minimal ‘T’ and ‘Tee’ logo is a satisfying example of this. Often there’s only a brief opportunity to capture the imagination, context frequently matters, but has this been pushed too far towards the abstract?
Sometimes, designers get brave, and compounds more than two, going for three or four forms. The chances of synergy decreases relative to the number of forms included. Gerd F. Setzke and Bibiana Surma’s bird, fish and leaf logo for Deutsche Sell AG, designed in 1982, pushes this to an extreme. It’s complexity requires decoding, time and interest. What do you think? Does it work?
Want more examples of compounding used in logo design? Search ‘Compounding’ on LogoArchive.
Thank you for subscribing to Logo Histories. If you enjoy reading this short you may also enjoy these resources from the same team:
Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
LogoArchive Shop – Vintage design books & LogoArchive Zines.
BP&O – Contemporary design editorial.