PRINCIPLE – UNITY: Proximity
Describing FORM: What is the specific communicative strategy? Where is it found?
Proximity is an aspect of the Gestalt Theory that occurs when separate objects look as if they belong together based on their proximity to one another.
Discussing CONTENT: What does it communicate?
We first see the logo as a whole. The three lines brings unity, probably because we know that they represent Adidas, and the line weight makes it look like they belong together. But we are able to break it down and see it as three different objects/lines. One line is longer than the other. This is proximity.
Since I, and most people, knows Adidas so well, it doesnt stir to many emotions or feelings, more than it respresents sports and the lines belong together.
For someone who doesnt know Adidas it might feel insecure due to the different weight from left to right, and angle of the lines.
Image Source:
https://commons.wikimedia.org/wiki/File:Adidas_Logo.svg
