• Read Chapter 4 and 5 of your textbook- complete quiz below and upload a screenshot (command/shift/4) of your results to Dropbox. Feel free to do it as many times as you like.

  • Find a logo that show good use of Gestalt and post the link below in the comments. To get your 10 points you must explain why and how the logo uses gestalt theory. Relate it directly to the chapter 5

  • Apply these principles during critique of Stage 3 on the 9th. We will ask the questions for the Critique listed on page 87 of the textbook.

Due Oct 4th. Total 20 point

Results

Homework #12 Ch 4+5 Multiple Choice Quiz due Oct 4th
Homework #12 Ch 4+5 Multiple Choice Quiz due Oct 4th

#1 When the eye is carried smoothly into the line or curve of an adjoining object.

#2 Distribution of shapes of different visual weights over a picture plane to create an overall impression of balance.

#3 Trademark that combines symbol and logo.

#4 Distribution of the visual weight of design elements.

#5 Unified configuration having properties that cannot be derived from simple addition of its parts.

#6 When the eye completes a line or curve in order to form a familiar shape

#7 The study of signs and symbols, what they mean and how they are used.

finish
Homework #12 Ch 4+5 Multiple Choice Quiz due Oct 4th

59 thoughts on “Homework #12 Ch 4+5 Multiple Choice Quiz due Oct 4th

  • October 21, 2013 at 10:34 am
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    The Avon & Disney logo is continuation because as the lipstick tube enlarges then reduces in size, it guides your eye along to create the Disney/Cinderella’s castle trademark.

    http://logopond.com/logos/ed4c56014416ea49fbd92015e4932c48.png

    The Rusty Crab logo is an example of figure/ground because the crab’s claws are easily distinguishable due to the negative space of the anchor within the body of the crab.

    http://logopond.com/logos/ae96930bb480b2d96521b478071b4277.png

    Reply
  • October 21, 2013 at 11:34 am
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    http://ritakellerdesign.files.wordpress.com/2012/03/american-architects-logo_american-institute-of-architects-center-logo.jpg?w=430
    This particular logo is the American Institute of Architecture Center. The Gestalt theory that is used in the logo is figure/ground. It shows a black key and then an outline of New York City. It shows great negative space by the white space of New York City shown in the black key. This is related to the mind separating an object form its surroundings.

    http://semiaccurate.com/assets/uploads/2011/05/IBM-logo.jpg
    My other logo is IBM. The Gestalt theory that is shown in this logo is closure. It shows empty space between the lines making up each letters. This means our eye pays close attention to reading the letters.

    Reply
  • October 21, 2013 at 2:51 pm
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    The USA logo uses the gestalt principles of closure and continuation. The U and the A play off of each other to create a negative space that forms the S. Just enough positive space is given for the S that it allows the viewer to fill in the missing information. There is a continuation through the logo at the positive and negative space alternate as well as the style of font is kept. This allows movement from one end of the logo to the other. http://tyfujii.files.wordpress.com/2013/01/usa-logo1.gif?w=600&h=268

    The London Olympics logo illustrates closure, and complex figure/ground. Negative space is left to make it seem as though there are windows and headlights on the double decker bus. There is just enough positive space for the viewer to fill in the missing information so that it seems there is a full picture. The relationship with figure and ground also makes it seem as though the viewer is looking at a normally 3D object with depth and windows that look back into the bus while keeping it a simple as possible. Proximity is also used with groups of windows on the bus as well as the front bumper. They are close enough together to separate them from other negative spaces on the bus. http://behance.vo.llnwd.net/profiles9/1032143/projects/3637795/15f3edd2ac52a1989973548a8a28bf0d.jpg

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  • October 22, 2013 at 7:33 pm
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    I choose to find logos that uses the element fro gestalt theory where different shapes or symbols unite to create one composition. This is known as well as positive and negative space, where one shape will be in the positive and the other in the negative and together they can create an image but they are also readable individually as different objects. This is part of the closure of the image.

    The LG logo uses closure by creating a face inside a circle where the facial elements of the face are made out of the L and the G from LG. It is a very clever design because you recognize a familiar symbol which is the face but it using gestalt theory by using negative and positive space.

    The Kolner Zoo also uses gestalt theory and negative and positive space in a very clever way. The Giraffe and the rhino are in the negative space they form the space between the elephants leg and the the trump.

    http://www.millenniumsounds.com/wp-content/uploads/2013/04/lg_logo.jpg

    http://api.ning.com/files/45638RSqtVDSA430IRPihEoiVEV354RVelvOcTr55RVYtp9f92R69uwP5iFOw*2OmKX-WaAH7eSSSbzCU*zIf97dKX6mxcGk/kolnerzoologo.jpg

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  • October 22, 2013 at 10:14 pm
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    The gestalt principle maintains that the human eye sees objects in their entirety before perceiving their individual parts, suggesting the whole is greater than the sum of its parts. Gestalt psychology tries to understand the laws of our ability to acquire and maintain stable percepts in a noisy world.

    The first logo I choose was the NBA logo. On one half of the logo there is a blue rectangle. On the outside border it is a regular rectangle, on the inside it is outlined to be a basketball player and it is almost joined but not entirely by the other half which is red. The red side also had a perfect rectangle as the outside boarder and leaves the human eye to see the basketball player on the inside.

    NBA:

    http://www.hdwallpapers3d.com/wp-content/uploads/2013/06/adcf2291e8d33807121fcabed6e692b8.jpeg

    Wheel Chair Logo:

    http://upload.wikimedia.org/wikipedia/commons/thumb/7/77/International_Symbol_of_Access.svg/220px-International_Symbol_of_Access.svg.png

    The second logo I choose was a very common one that we may see every day. The Wheelchair logo, I believe it is very clever how simple the logo is and how quickly the human eye recognizes it as some one in a wheelchair. This relates back to the gestalt theory of chapter 5 because the shapes are not even touching, it is left to the blue negative space to create the shape. By placing a shape that looks like a C below a stick person who is sitting has created a effect of the gestalt theory. Our eyes perceive and create the shape of a wheel chair at first glance without even realizing what the shape may be.

    Reply
  • October 23, 2013 at 1:02 am
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    SUBWAY

    http://media2.wxyz.com//photo/2013/08/03/subway-logo_20130803140252_320_240.JPG

    Subway is a fast food sandwich chain. It targets customers with it’s fast based food, and it’s healthy logo. All letters in this title and logo, the letters are all close together with gives a close proximity. This helps the costumer see this as one unit of company and not two or more. The lines on the end of the first and last letters are “continuation”, it leads the audience in and out of the logo. It also gives a message to the customer that it’s fast because that’s what arrows usually mean.

    MOTOROLA

    http://androidspin.com/wp-content/uploads/2010/08/motorola-logo1.jpg

    The Motorola is a phone logo. It’s logo is not the entire name but just a piece of it. Which gives it simplicity. This logo is the “trademark” of the company, just used a white M above black. It’s not like the Mcdonalds, and the company had to make sure to make it look like a different M. Looking back into the chapter, it says that in our minds things in close proximity is easier to remember. I think the company made this logo simple and creative enough to be remembered.

    Reply
  • October 23, 2013 at 6:38 am
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    The logo for Thailand Unique, a company that sells edible insects, relies on visual closure facilitated by a reversible figure-ground relationship. At first, the logo simply looks like a beetle with some sort of marking or winging on top. However, by following the cue set by the backdrop of the logo and reading the shell markings as part of the background, the image of a fork emerges, which elegantly suggests the nature of Thailand Unique’s business.

    http://www.thailandunique.com/

    The logo for the company Loot Crate, which mails a mystery box of nerd-themed swag to subscribers every month, relies on the power of similarity. The crate symbol is made out of thin white lines that pierce a black background within a thicker white box. The letterforms in the words “Loot Crate” visually synchronize with these two components: “Crate,” the box, is made out thick white lines similar to the one outlining the symbol; “Loot,” the substance inside the crate, is made out of thin white lines with a black fill, mirroring the ratio of black to white within the crate symbol. Given the additional link between the meanings of the words and the way their forms embody the symbol of those meanings, this logo also exhibits conceptual closure.

    http://www.lootcrate.com/?utm_source=adroll&utm_medium=rt&utm_campaign=adroll

    BONUS COMIC! “Awful Logo Design: An Art Form”

    http://www.cracked.com/article_19045_awful-logo-design-art-form-5Bcomic5D.html

    Reply
  • October 23, 2013 at 9:17 am
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    The Triple A logo shows similarity and proximity in the three red A’s. There is also closure and continuation formed around the group of A’s by a line in the same red color. With these principles the eye become attracted to the triple A’s as a whole.
    http://soft10ware.com/wp-content/uploads/2012/04/AAA-logo.jpg

    The NBC logo displays many gestalt principles. There is similarity in the logo’s shapes, size and color, which then leads to the proximity with the similar shapes. The whole image is surrounded with a white outline that not only shows continuation but also closure.
    http://www.mediabistro.com/tvspy/files/original/NBC_logo.jpg

    Reply
  • October 23, 2013 at 10:02 am
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    The Hot Wheels logo shows a good example of continuation as it begins on the left while you read through the brand name.
    http://www.google.com/imgres?imgurl=http://upload.wikimedia.org/wikipedia/fr/2/2d/Hot_Wheels_Logo_II.gif&imgrefurl=http://fr.wikipedia.org/wiki/Fichier:Hot_Wheels_Logo_II.gif&h=646&w=2400&sz=255&tbnid=5UBYKc4AuiXITM:&tbnh=90&tbnw=334&zoom=1&usg=__xEbzFh5pFWypms6oY-WDQnU87GE=&docid=4YeWkbOjFS_QmM&sa=X&ei=lNZnUuDdIMaK2gXi2oEw&ved=0CC4Q9QEwAA

    The SFMTA logo shows a good example of similarity as it uses similar separate shapes and brings them together to create one image.
    http://www.thelogofactory.com/logo_blog/index.php/what-is-spec-work/

    Reply
  • October 23, 2013 at 10:07 am
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    A logo that demonstrates Gestalt’s theory is the Vail logo. It includes continuation, one of the main principles of his theory. The white line going through the two black shapes creates the letters of the word Vail, without being obvious. The V shape is on the bottom, A on the top, the I could be any of the directions the lines are going, and of course L is shaped by both black parts. In addition, this symbol includes closure and symmetry. The shapes form a basic square, or rhombus, looking logo.

    http://www.nipic.com/show/3/83/3769097k115ceeaf.html

    One of the basic principles of the Gestalt theory is symmetry and order. The Subway logo demonstrates symmetry. Because the two arrows face outward on each side of the word subway and are diagonal from each other, this creates balance and harmony, something that Gestalt focuses on.

    http://www.ranklogos.com/wp-content/uploads/2012/04/subway-logo.jpg

    Reply
  • October 23, 2013 at 10:25 am
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    http://4.bp.blogspot.com/_SNuvz7gvghk/SuN3OzQ726I/AAAAAAAAABM/ab5TRqXD564/s1600-h/logo.gif

    The NBC logo is an example of closure because at first glance you don’t notice that it is meant to be a peacock with rainbow feathers. The arch of the rainbow feathers helps the body of the peacock appear as a figure. The arch of rainbow feathers is also an example of continuation because the eye follows the arch that groups the feathers.

    http://dimemag.com/wp-content/uploads/2009/03/nba-logo.jpg

    The NBA logo is also an example of closure because the red and blue background come together to form the white silhouette. The figure/ground relationship stands out in this logo because the white silhouette becomes separate from the red and blue background.

    Reply
  • October 23, 2013 at 10:38 am
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    http://www.four-paws.org.uk/files/united_kingdom/Campaigns/Eggs/Toblerone-logo_1_.jpg
    This logo for the chocolate company Toblerone is a good example of Gesalt Theory because it demonstrates the principle that the eye sees objects in it entirety before it examines the smaller details. In this logo, upon first glance it simple and effectively depicts a mountain. However, after that initail glance and when your brain can truly donwload the information one may begin to see the bear that is created by the negative space in the mountain.

    http://www.google.com/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/NBC_logo.svg/300px-NBC_logo.svg.png&imgrefurl=http://en.wikipedia.org/wiki/Logo_of_NBC&h=290&w=300&sz=19&tbnid=OIotgBJ-gE-GOM:&tbnh=124&tbnw=128&zoom=1&usg=__J5K2gsHi7M4h3mFiJ1iA34heBp8=&docid=Oh-9_k-EwrEL1M&sa=X&ei=1t5nUpTOOMn92QXc54DoDA&ved=0CC0Q9QEwAA
    Once again this logo, for NBC is a good example of the principle that the whole is greater that the sum of its parts. The logo uses simple geometric shapes to resemble a peacock. However, this is not usually noticed until you move past the whole, and look at the sum of its parts.

    Reply
  • October 23, 2013 at 11:36 am
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    http://images.sixrevisions.com/2010/08/18-14_mac.jpg

    In this Mac Logo, which is not only a face but also a computer, the use of similarity in the two shades of blue brings attention to the differences. The figure ground relationship allows us to not only see the object as a computer, but also as a face .

    http://trileafdesigns.com/blog/wp-content/uploads/2012/03/fedex-logo.jpeg

    The fed ex logo is a great example of a positive figure ground relationship.There is a visible arrow in between the e and the x. Despite the logo’s simplicity, there is depth because of the figure ground. Also because of the consistency in color between the e and the x, the arrow’s visibility is more clear.

    Reply
  • October 23, 2013 at 2:48 pm
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    http://sydneychan.files.wordpress.com/2011/09/500px-2010_fifa_world_cup_logo-svg_.png

    In the World Cup logo it shows a good example of continuance. In the logo the direction of the man kicking the ball and all the other shapes behind him are all going in the same direction which gives the logo a sense of motion.

    http://sydneychan.files.wordpress.com/2011/09/cisco-logo_0.jpg

    In the Cisco logo it shows us a sense of proximity. The distance of the bars is mirrors in the space between the letters. The proximity gives you a sense of distance between the letters and bars.

    Reply
  • October 21, 2014 at 12:03 am
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    The Audi logo uses similarity and proximity as principles of the Gestalt Theory; we see similar round shapes, intended to force viewers to group together the circles as a whole, which is emphasized again by the similar round shape of the letter D on the Audi word.

    http://www.zeroto60times.com/blog/wp-content/uploads/2013/02/audi-cars-logo-emblem.jpg

    The Garuda Indonesia logo makes good use of the Gestalt principles of proximity and continuation; the lines of the bird’ wing are fairly close but still do not touch each other forming a dynamic whole, leading the viewers eye towards a direction and the head of the “eagle”.

    http://netdna.webdesignerdepot.com/uploads/2009/03/garudaindonesia.gif

    Reply
  • October 21, 2014 at 11:09 am
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    The first logo that uses Gestalt theory is the Enjoi Skateboard logo. It is similar to the WWF logo, as the shapes are created to represent a Panda, yet it is not complete and the eye will fill it in. It allows the viewers eyes to create the lines that are not present. This logo works well in black and white, and is a successful use of Gestalt theory.
    http://upload.wikimedia.org/wikipedia/en/4/44/Enjoi.png

    The second logo that i found is the playboy bunny logo. Your eyes creat the closure of the collar on the bunny to allow the logo to be complete. It used Gestalt theory because when you look at you take in the whole, but then notice the small details which allow you to close the gaps.

    http://gra2171rasterizers.files.wordpress.com/2011/09/playboy-bunny-logo1.jpg

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  • October 21, 2014 at 11:41 am
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    The first logo that I chose to talk about is my banks logo. It is showing the idea of gestalt theory of closure. The number 1 in the red circle looks not closed but the eye continues the line of the circle to complete the image. Therefore the image is a good logo because it uses the idea of closure and helps the view connect to the slogan of “There is poser in one.”
    The logo is at the top left of the website. http://www.fbvirginia.com/index.html

    The second long that I chose to talk about is the formula logo. This logo is successful in the gestalt theory ideas of closure and continuation. It uses closure by using positive and negative space and also the F and the red lines after the 1 make the 1 form itself and makes the eye finish closing the image. The red lines behind the 1 create the continuation effect because it make the eye think that the image is moving from right to left and connects the viewer into the idea of the formula 1 racing cars.
    The logo is the first one on the website. https://www.google.com/search?q=girl+scouts+logo&espv=2&biw=1280&bih=617&source=lnms&tbm=isch&sa=X&ei=MHtGVIrwF87ksASJ24H4DA&ved=0CAYQ_AUoAQ#tbm=isch&q=formula+1+logo

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  • October 22, 2014 at 4:12 pm
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    http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/NBC_logo.svg/2000px-NBC_logo.svg.png
    This first logo I chose was a very familiar NBC logo. It uses gestalt theory by leaving negative space in the middle of the logo to make it look like a peacock. It is a very simple logo with the peacock in white and its feathers different colors to show the variety of shows that the network shows.

    http://vehicledonation.info/dodge-ram-logo/
    The second logo I chose was the Dodge Ram logo. I really like this logo because it only uses black and white colors and the contrast between positive and negative space in order to portray a rams head and horns. Even though it is only a few lines the Ram and its fierce look are easily portrayed.

    Reply
  • October 22, 2014 at 9:06 pm
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    The NBC logo makes great use of similarity. The objects we see are similar in shape and size, and they are all an equal distance a part from each other. It also is good use of continuation, because the objects create a curve that are eyes naturally follow.

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  • October 22, 2014 at 9:21 pm
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    The main concept I took from the chapter and found most interesting was the idea of closure/negative space. The logos I chose were based off this:

    http://www.toxel.com/wp-content/uploads/2010/06/logo02.jpg
    This is the Toblerone Chocolate logo. The logo incorporates the fact that Toblerone is a Swiss chocolate company, with an image of a mountain (the Swiss Alps, specifically the Matterhorn). Also, if you look closely the negative space inside the mountain creates a bear, symbolizing the town where the chocolate originated. Because of its use of closure, our eyes complete the image of the bear and the mountain simultaneously, making it an instantly recognizable logo.

    http://www.droid-life.com/wp-content/uploads/2014/04/MLB-logo.jpg
    This is the MLB (Major League Baseball) logo. It makes use of closure to create the body of the player, the bat swinging, and the ball flying. Also, the use of negative space to create the player becomes the white of the colors of the American flag – since it is an American sports association – with red and blue surrounding the silhouette.

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  • October 23, 2014 at 2:21 am
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    For this first logo, I would say the most obvious use of Gestalt theory is the figure/ground. You can immediately see the references to food and wine. I wouldn’t say it’s closure since both the fork shape and the bottle shapes are complete figures that don’t require anyone to finish the shapes in their head. relationshiphttp://logopond.com/gallery/detail/183427

    I would say that this is a better example of closure in that the figures of the coffee cups had to be changed slightly to make the shape of the speech bubbles and the faces more obvious to the viewer.
    http://www.pinterest.com/pin/419397784023451784/

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  • October 23, 2014 at 9:34 am
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    http://therichmondchronicle.files.wordpress.com/2012/02/girl-scouts.jpg

    The Girl Scout logo because it uses closer. The logo alludes to multiple girls standing side by side, and your eye just completes the picture for you. The simple shape of the shortbread cookie ends up being the girls themselves as a result of the negative space.

    https://journalism273.files.wordpress.com/2013/03/adobe-logo_-2clr-lg-copy.jpg

    Second is the adobe logo. It uses closure. The background isn’t exactly an a but the eye assumes that it is and fills in the blanks. At the same time the A avoids symmetry by making the design unequal on one side.

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  • October 23, 2014 at 10:55 am
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    http://student.irenmaeland.no/wp-content/uploads/2013/03/Usa_network.gif
    this logo uses gestalt theory because the negative space created by the black letters makes up the middle “s” in USA.

    https://journalism273.files.wordpress.com/2013/03/nba-logo.png
    this logo uses closure and negative space to create a figure playing basketball. there is not actually a figure drawn, but through the way the color is shaped, the negative space creates closure on the figure.

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  • October 23, 2014 at 11:10 am
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    Girl Scouts:
    http://lizzieahurley.blogspot.com/2013/09/gestalt-process.html

    This is an example of the principle “theory.” Two of the woman’s faces are not closed it, yet when you look at it, your mind automatically closes the heads in and merges them with the others that are closed in. Enough is present for the common eye to close the shape.

    Knoll logo:
    http://logolog.co/knoll-anniversary-logo/

    This logo also uses closure. The bow at the end of the two L’s is not closed, however we can still register that it is a bow and just tying those two letters together. This is actually one of my favorite logos because it is so modern and simple. The common Knoll logo has no bow, this logo is just there anniversary logo. The viewer perceives a complete shape even though it’s not.

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  • February 22, 2016 at 10:33 am
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    The Etnies logo uses the Gesalt principle of continuation because when you first glance at the logo, your eyes follow along the line and curves of the arrow. The lines on the outside of the arrow outline it to unite many different elements of the logo and creates it to be visually sound.
    http://etnies.com/

    The Gesalt theory states that we naturally group things together when we see that they have something in common. We group them subconsciously based on similar shape, size, color, or even location. The following logo uses the Gesalt principle of similarity due to the use of similar objects within the same logo.
    https://www.audiusa.com/?CSREF=sem|9372313|1116758|127412428|300452021&adometry=6880294079|4436

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  • February 22, 2016 at 11:02 am
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    The Olympic logo is a great example of proximity and simplicity. The visual elements are close and therefore are seen as a group. The logo combines rings of different colors to demonstrate unity. This logo has lived on throughout history without significant changes.

    http://blog.globalbx.com/wp-content/uploads/2012/09/the-olympic-rings.png

    There is a simple reason CNN hasn’t changed their logo in over 32 years. The design masters simplicity through piecing together basic design elements to create a logo that is distinctive and easily identifiable. To the natural eye we see a white line running through the design most likely a cable cord. This is why the CNN logo is well recognized in the public eye and easy to spot in the crowd of competitors.

    http://blog.globalbx.com/wp-content/uploads/2012/09/cnn-logo.png

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  • February 22, 2016 at 3:34 pm
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    The Linda’s high fashion designer logo uses Gestalt’s theory of continuation. The “L” and the “A” continue to seamlessly form a hanger. The font of the lettering is the same style as the hanger so the logo flows effortlessly. The eye follows the curves of the letter easily and smoothly, forming an entire image that still has movement.

    https://www.pinterest.com/pin/324611085616193445/

    I chose this image of a polar bear because I think it clearly demonstrates Gestalt’s theory of closure. The outline of the pear is not completely inclosed. In fact, there is a greater amount of white space than there is black. The bear is incomplete yet our eye follows the line until the shape forms a bear. Our eye completes the shape.

    https://www.pinterest.com/pin/475552041878871424/

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  • February 22, 2016 at 5:34 pm
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    The logo for the famous ice cream company, Baskin Robbins, employs a great use of the gestalt theory, especially the principles of similarity and proximity. Because of the close proximity of the shapes in the center, the viewer sees the initials “BR”, for Baskin Robbins. However, the differences in the colors of the shapes are very engaging and allow the viewer to see the number 31 in the initials, which stands for the 31 flavors of ice cream. The similarity in the size of all the shapes help the viewer transition from seeing both the initials and the number.

    http://famouslogos.net/images/baskin-robbins-logo.jpg

    The logo for the supermarket chain, Stop & Shop, also uses principles of the gestalt theory to create an effective and appealing design. The simple shapes that create the logo share the principle of similarity, creating a sense of unity. Yet the angles and different sizes give the effect that the classic, elementary-style semi circles are representative of food in a basket. The arch that the shapes make follow the principle of continuation, causing the viewer to follow the invisible path the shapes create.

    http://logonoid.com/images/stop-and-shop-logo.png

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  • February 23, 2016 at 12:28 am
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    Museum of Contemporary Art: https://99designs.com/designer-blog/wp-content/uploads/2014/08/moca.png

    The Museum of Contemporary Art’s logo is a perfect example of gestalt theory- the individual shapes work together to create the acronym, so the the viewer can recognize the logo when it is seen as a whole. It clearly uses similarity, as the circle, square, and triangle work as a cohesive group, yet allow the “c” to stand out, as it is different. The linear/horizontal direction of the logo also allows for continuation in the design, directing the viewer’s eye from left to right.

    General Electric: http://1.bp.blogspot.com/_AcBUSVxs82w/TLBnbLOODyI/AAAAAAAAiLU/YPnN2jy6k18/s1600/General_Electric_Logo.png

    The General Electric logo is also a good example of gestalt theory. It is extremely symmetrical, allowing for similarity among the curved shapes surrounding the center, the shape of which is then matched by the equally curved letters. The circular shape of the design leads the viewer’s eye in a circle around the logo, giving the viewer a sense of completion once they have taken in the logo in its entirety.

    Reply
  • February 23, 2016 at 11:19 am
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    The Chatzy logo is simple and designed in the way it resembles a desktop icon. It follows the idea of simplicity

    The steam logo is a good example of continuation and relies on similarity with the two circles inside a bigger circle in the logo. It is also similar to the design of a video game controller with the white circles resembling part of a video game controller — the small joysticks on the controller

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  • February 23, 2016 at 4:51 pm
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    The Food and Wine Festival of 2008 created a perfect example of the Gestalt theory. Your eyes naturally view the logo as a whole structure rather than the sum of their parts. They used wine bottles to represent/replace the points of the fork. This shows the reader both the concept of food and wine.
    https://www.behance.net/gallery/Food-Wine-Festival/950840

    This logo is actually composed of many “food items”. Gestalt theory says that the human mind wants to group these objects and form them into a whole which makes up a colorful car.
    http://toppersworld.com/wp-content/uploads/2015/02/food-mobile-logo-6.png

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  • February 23, 2016 at 7:58 pm
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    https://brandfolder.com/blog/wp-content/uploads/2015/07/The-Best-Logo-Design-Trends-of-2015-Safari-Into-Africa.jpg
    Example of figure/ground because the legs of the elephant is distinguishable due to the negative space of the map of Africa inside the elephant silhouette.

    https://guymanningphotography.files.wordpress.com/2012/02/slide2.png?w=300&h=225
    Example of continuation, because the viewer’s eye will naturally follow a line or curve. The smooth line from the H leads the eye directly to the maple leaf.

    Reply
  • February 23, 2016 at 8:06 pm
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    This is the HP pavilion logo. When we analyze the picture, our eyes and brain perform the closure gestalt principle. As we see in the outer circle, the HP isn’t closed off but we naturally recognize the shape and fill in the letter H and P.

    http://shop.universia.net.mx/images/product/HP_C7A03LT_ABM.jpg

    This is the formula 1 logo. Just like the HP logo, formula 1 also utilizes the closure principle in their design. The figure/ground principle works with the closure principle in this logo so that the viewer distinguishes the 1 within the negative space in the center.

    http://theartmad.com/wp-content/uploads/2015/05/Formula-1-Logo-4.png

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  • February 24, 2016 at 12:12 am
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    Knight Transportation: http://www.logosdatabase.com/logoimages/78399708.jpg

    The logo is a great example of usage of positive/negative space and images as they both come together in one image, a K(for knight). I feel the best element of the design was having the negative space form the knight and having that shape placed perfectly above the horse which forms the bottom leg of the “K”.

    Adidas: http://www.poor-boy.co.uk/info/wp-content/uploads/2012/02/logo_adidas-1024×790.png

    The Adidas logo is a good example of gestalts principal of continuation. Even though the lines cut through the shapes in an almost perpendicular fashion, the lines link the figures together.

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  • February 24, 2016 at 8:49 am
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    https://www.google.com/?client=safari#q=chick+fil+a+logo&tbm=isch&imgrc=JdhjLySCHOh_nM%3A

    The Chick-fil-a logo uses continuation. The logo is drawn with line and uses continuation when you can follow the line smoothly into a line or curve that links adjoining objects. It also uses figure because added points around the logo make the figure of a chicken.

    Arntson, Amy E. (2011-01-01). Graphic Design Basics (Page 77). Cengage Textbook. Kindle Edition.

    http://themetapicture.com/clever-logos/
    I have chosen the Exit logo from this website. This logo uses similarity because the text is all the same color and proximity because they are close together. It also uses figure because the X and the I in the logo is also placed to look like a person running out the door.

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  • February 24, 2016 at 8:52 am
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    http://www.gestalt-annarbor.org/0b9c8150.png

    This logo makes great use of positive & negative space and has a really interesting figure/ground relationship. I especially like what the designer did with the hands.

    https://m2.behance.net/rendition/pm/18122387/disp/03c9269bb6a9d3f8783e29d1e98f6c67.jpg

    This logo, on the other hand, uses the design principle of closure very well. There is no outline to the soccer ball, yet anyone can easily tell what they are looking at when viewing the image. This is because familiar shapes are more readily seen as complete than incomplete. This is a great way to make a design look more simplistic yet more interesting.

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  • February 24, 2016 at 9:22 am
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    My first logo is the USA network logo.
    https://upload.wikimedia.org/wikipedia/commons/thumb/0/0e/USA_Network_logo_(2006).svg/2000px-USA_Network_logo_(2006).svg.png

    This logo makes use of both figure/ ground and continuation, because we are able to place both the U and A in front of the S, as well as vice versa, and the repeated curves in the U, S, and A, allow us to fill in the missing lines.

    https://s-media-cache-ak0.pinimg.com/originals/26/85/33/268533837dc5780cb7d08498b11cbe08.gif

    The Girl Scouts logo is another great example that uses multiple techniques. It relies on figure/ground, continuation, and similarity, as we are able to see three distinct female heads made from one continuous shape with the positive and negative space flip-flopping in terms of prominence.

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  • February 24, 2016 at 9:22 am
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    The Target logo is exemplary of the Gestalt theory’s principles of similarity and figure/ground. Similarity is exemplified through the use of the 3 circles in the target that vary in size to make each stand out. Figure/ground is exemplified through the ability to see a target or a red circle and a red circle outline on a white background. http://vanimg.s3.amazonaws.com/good-logos-1.jpg
    The Texans logo is another great example of Gestalt theory as it uses closure. The symbol is obviously a bull but that is obvious because closure is used to arrange the symbols in a way to force the eye to see a bull in what would otherwise be random shapes. http://d1jciy1rz0kefj.cloudfront.net/wp-content/uploads/2015/09/11183108/Texas.png

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    • October 4, 2017 at 11:27 am
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      Good examples Brianne!

      Reply
  • October 8, 2017 at 10:04 pm
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    https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiV3If4t-LWAhVBZVAKHVt3CvMQjRwIBw&url=https%3A%2F%2Fcmm312fall2015.wordpress.com%2Fpage%2F23%2F&psig=AOvVaw2t5sEeyIU1H3OJoFAvmlnG&ust=1507600551687543

    This first logo is the olympics logo. I chose this logo because it uses the gestalt theory of similarity by repeating the circular shape with differing colors.

    https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj7oeayueLWAhUlxoMKHS0pDEEQjRwIBw&url=https%3A%2F%2Fcmm312fall2015.wordpress.com%2F2015%2F08%2F29%2Fjoys-take-on-gestalt-principles%2F&psig=AOvVaw2t5sEeyIU1H3OJoFAvmlnG&ust=1507600551687543

    The second logo is of the make a wish logo and it exemplifies the use of the gestalt theory continuation. This is because the start causes the eye to flow across the word and follow the star from left to right.

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  • October 9, 2017 at 5:52 pm
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    https://www.behance.net/gallery/53136377/Meditation-logo-design
    This logo is uses similarity in shape to unify the seated figure with the lotus flower. In addition, the eye sees continuation between the lines of the forms to create a whole unified design.

    https://www.behance.net/gallery/30153751/Black-Bear-Brews
    This logo uses figure/ground to create dynamics between the black and white parts. The use of figure/ground simplifies the design, allowing the eye to understand the visual whole faster. Here, there is no dominant foreground. The eye simply shifts back and forth between the coffee mug and the bear.

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  • October 10, 2017 at 12:46 am
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    https://espntheundefeated.files.wordpress.com/2017/05/nba-logo.png
    The NBA logo utilizes the Figure/Ground and closure principles of gestalt theory well. The negative space in between the red and blue in the logo creates the figure of a man dribbling a basketball, which is the foundation of the NBA itself. The design is simple and unified.

    https://upload.wikimedia.org/wikipedia/en/thumb/5/5b/Pittsburgh_Zoo_%26_PPG_Aquarium_logo.svg/1114px-Pittsburgh_Zoo_%26_PPG_Aquarium_logo.svg.png
    The Pittsburg Zoo and Aquarium also has a great logo using gestalt theory principles. The figure/ground technique is used creating both the image of the tree and the profiles of a gorilla and a leopard on either side through use of negative and positive space. I feel as though continuation is also used in this logo; the profiles of the two animals lead the viewers eye to the center of the tree trunk, and throughout the rest of the logo.

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  • October 12, 2017 at 11:37 pm
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    /Users/patmurray/Desktop/a4205029a052df05d4dbe501980ce5ce–barber-logo-barber-shop.jpg

    The first logo design that I found was one for a company called City Barber. The gestalt principles focused on in this image are figure/ground and isomorphic correspondence. There are two focal points that tie this piece together; a comb that is distinguished by a silhouette skyline for the teeth. This is done through black and white contrast, separating the logo into two unique layers for unification. Isomorphic correspondence is used in a similar sense for both the comb and the city buildings can be easily recognized and identified. Both symbols also directly correspond with the company’s name .

    /Users/patmurray/Desktop/Logo-Under-Armour.jpg

    The Under Armor logo utilizes the principles of similarity and equilibrium. The two shapes in the simple image are identical, however have been altered and combined in such a way that they create a unique symbol that depicts the brand’s initials. With that pattern, the logo is symmetrical and equally balanced with the attention directed towards the center of the two letters.

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  • October 19, 2017 at 4:23 pm
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    https://de.wikipedia.org/wiki/Datei:Hope_for_African_Children_Initiative_Logo.svg
    This one shows figure in the shape of Africa it is made out of the blank space that chapter five says figure is clearly perceived and a rhino. This makes people connected to africa and the rhino which lives in africa it is very effective

    https://www.nasa.gov/audience/forstudents/5-8/features/symbols-of-nasa.html

    This one shows continuity thought the word being used with no spaces along all the words. This logo shows a fluidity and structure which is what nasa would like to uphold.

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  • September 27, 2018 at 5:05 pm
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    https://create.adobe.com/2017/8/25/what_you_can_learn_from_the_evolution_of_the_nbc_logo_/_jcr_content/article-body/image_caption_side_4/image1.img.jpg/1503701674167.jpg
    NBC Logo
    This logo utilizes the figure/ground aspect of gestalt. At first it appears to be just a half pinwheel of colors, but upon further analysis, one can see that there’s actually the simple form of a body in the middle of the colors. This helps the audience realize that the whole figure actually represents a peacock while the colors are it’s feathers. The eye can fixate itself back and forth between the two versions of the image and this shows that there is a foreground and a background in this logo, or at least two varying images. The whole image is successfully developed through the use of the parts, or in this case, the colorful feathers and the negative space in between them.

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  • September 29, 2018 at 12:27 pm
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    https://inkbotdesign.com/wp-content/uploads/2017/12/good-logo-design-target.png

    TARGET LOGO
    A good logo directly represents the brand. This is taken quite literally with Target’s logo. Brand identity is clear with the similarity of the three circles alternating between red, white, and red. The text “TARGET” is written simply in the same shade of red.With isomorphic correspondence, everyone who looks at the logo knows that the three colored circles represent a bullseye target. There is no shading, so the logo is clearly the figure, while the ground is the white/transparent background.

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  • September 29, 2018 at 12:41 pm
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    https://upload.wikimedia.org/wikipedia/commons/thumb/4/46/Miniso_logo.svg/824px-Miniso_logo.svg.png

    MINISOU LOGO
    Miniso is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, clothing and kitchenware (Wikipedia). It’s a cheap, but chic store; the products sold are simple, clean, and worth the money. The English version of the logo is a red bag with the name of the company on it. There is an English section and Chinese section to the text, and the proximity and similarity of the letters differentiate the two. The figure is the red bag + words on it, and the ground is the transparent background. In another sense, the figure could be the text, and the ground could be the red shape underneath. However, isomorphic correspondence makes the reader believe the red shape is a shopping bag, grouping together the text AND red shape in one group to form the figure. There is also a winky face after the “O”. The shape of the face is similar to the letter “U”, which is how Japanese people pronounce “Miniso” (they would pronounce it “minisou”).

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  • September 29, 2018 at 12:44 pm
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    https://upload.wikimedia.org/wikipedia/commons/thumb/4/46/Miniso_logo.svg/824px-Miniso_logo.svg.png

    MINISOU LOGO
    Miniso is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, clothing and kitchenware (Wikipedia). It’s a cheap, but chic store; the products sold are simple, clean, and worth the money. The English version of the logo is a red bag with the name of the company on it. There is an English section and Chinese section to the text, and the proximity and similarity of the letters differentiate the two. The figure is the red bag + words on it, and the ground is the transparent background. In another sense, the figure could be the text, and the ground could be the red shape underneath. However, isomorphic correspondence makes the reader believe the red shape is a shopping bag, grouping together the text AND red shape in one group to form the figure. There is also a winky face after the “O”. The shape of the face is similar to the letter “U”, which is how Japanese people pronounce “Miniso” (they would pronounce it “minisou”)

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  • October 1, 2018 at 10:54 pm
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    The World Wildlife Fund’s Logo (the panda bear) is a very strong logo. It is very memorable with the simple panda shape paired with the initials WWF. This logo demonstrates gestalt theory and principles because of the logo’s use of closure.

    https://www.worldwildlife.org/

    The panda is not fully complete. It is built by black filled shapes with the white portions of the panda being left transparent. This would seem difficult to read but because of the way it was spaced and proportioned, the eye automatically completes the panda form. The World Wildlife Fund essentially presents an obvious panda figure using minimal shapes and colors.

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  • October 2, 2018 at 11:39 am
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    https://www.nbc.com

    I chose the NBC logo – pictured in the upper left hand corner of the website – because I believe it exhibits several characteristics that make up the Gestalt Theory. For example, the logo has similarity because it has the continuous teardrop shape in varying colors, making them into a group. Balance and symmetry are achieved through the three shapes on either side of the center space. It also uses closure. When viewing the center of the logo, the outline of a peacock head and body are viewed, and the teardrop shapes become “feathers.” Finally, the proximity of the teardrop shapes keep the peacock identity unified and create a cohesive animal shape.

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  • October 2, 2018 at 5:31 pm
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    I chose the Pittsburgh Zoo and PPG Aquarium as my example of a gestalt logo because it is a very beautiful but complex logo, but still follows characteristics of the Gestalt Theory. The logo uses figure/ground technique to create the combination of three different figure, the tree, the lion and the gorilla. The two profiles combined make the tree trunk, and the use of positive and negative space create the profile figure of the animals (there are also two little fishies in the tree ground which represent the aquarium aspect of the place). The logo is very successful, in my opinion, because it depicts the essence and feeling of what the place is; a place of adventure and getting in touch with the nature. Even-though there is texts bellow the logo, the logo it self is so unique and recognizable that even with the text, the audience can easily identify the company/place.

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  • October 3, 2018 at 2:32 pm
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    https://www.google.com/search?q=edf&rlz=1C1GGRV_enUS817US817&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi1wY_i8erdAhXQu1MKHaX2Bh8Q_AUIDygC&biw=1920&bih=938#imgrc=kvgkg-xDGCRDHM:

    The EDF Energy logo uses the gestalt principle of similarity because the shapes are similar in size, color, shape and direction, making them appear as a group. Along with similarity, the proximity of the shapes group them together, making them be seen as one shape (the turning propellers of a windmill). Equilibrium is used because there is rotational symmetry among the group of shapes. Finally, the curvature of each shape utilizes continuation, making the eye move to the next shape.

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  • October 4, 2018 at 12:34 pm
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    http://www.nvision-that.com/images/blog/girl-scouts-logo.gif
    As a former girl scout, I can always recognize this logo. Looking at it now that I am an adult, I noticed that this logo has a huge similarity to the image used in psychology of two faces and the vase. In this, we see the overall shape of a clover or a flower, but the inner contours of the logo show the busts of 3 women in a line, with long hair behind them. Without every piece of this logo, doing its part, we cannot perceive this logo as a whole unit.

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  • October 4, 2018 at 5:06 pm
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    https://logojoy.com/mtv-logo-large/
    The MTV logo uses the gestalt principle of figure and ground. The TV in the M (figure) is visible by using negative space (ground). its a very simple and famous logo. It is easy to look at and from just a glance you know right away what it is representing.

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