Figure–Ground Principles in Logos: From Hidden Meanings to Bold Clarity

Have you ever stared at the sky only to find an elephant with a long trunk or an old woman holding a stick?

Many kids play a game where they spot faces and shapes in things that don’t really have them. This is Pareidolia, and no, it’s not a disorder but just how our brain works. Many people share the same experience, as it is a core function of Human perception.

When you look at the elephant or the old woman in the sky, you instinctively spot and separate the figure from its background, which is the sky. This concept is a fundamental principle of Gestalt psychology: the Figure-Ground relationship.

Who would’ve thought this simple childhood game holds the key to why some logos instantly click while others fall flat? It’s the very reason why, in the design world, the whole is truly greater than the sum of its parts.

What Is The Figure-Ground Relationship?

Human brains are amazing. They can simplify complex visual scenes into recognizable patterns. This capability is directly linked to the Figure-Ground relationship, where our brains automatically distinguish between the Figure and the Ground when observing an image or a scene.

The figure here is the main object or focal point of the image, while the ground is basically the background. The automatic segmentation helps us see objects clearly and make sense of them. The best example of this phenomenon is when you read a page of your favorite book. The words on the page are the figures, while the beige page is the ground. To be able to make the distinction between words and paper is the figure-ground principle in its essence.

Understanding how the human brain does this is an essential part of the training for graphic designers working on UI and UX to ensure their designs are on the right side of the principle and click immediately.

What Makes the Figure-Ground Relationship Magical?

The Figure-Ground relationship is not just a design trick, but think of it as a cognitive shortcut that allows designers to hide meaning in seemingly simple designs.

Here’s why the Figure-Ground relationship is nothing short of magic:

• Natural But Clever

The Figure-Ground principle is very clever, but doesn’t stray far from humans’ natural pattern-seeking behavior. Separating the figure from the ground is a natural action of our visual perception.

Without overwhelming ourselves with mumbled, jumbled pictures, our brains can immediately make sense of the design with a clear object to focus on. If a logo uses this principle in its designs, it can effortlessly create a naturally clever design.

One of such logos is the USA Network logo. When looking at the logo the U and A stick out immediately and we associate it to be the name of the brand and our brain automatically fills the positive space with the S.

• Eureka Moment

Isn’t it fun to feel that rush of pride when you find the hidden meaning of something or realize that there is more to the picture than what meets the average eye? This is precisely the feeling logo designers should chase after. Imagine giving your audience the satisfaction that they discovered something others haven’t. Once they experience this with your logo, they will automatically remember your brand, which is a big win!

Take a moment and closely look at the Tour De France logo. The typography is squiggly but its more than just typography, the ‘r’ in Tour looks like a cyclist riding his bike with the sun doubling as the cycles bike.

• Attention Grabbing

If you can execute the Figure-Ground principle in your logo, then your audience will see exactly what you want them to see. This principle can create a strong visual hierarchy by cutting the visual clutter and ensuring your audience focuses on the core element.

The Chick Fill A logo looks very friendly and inviting and that’s because the C in the wordmark logo is actually a chicken. Since it is the first letter of the wordmark it instantly grabs attention.

• Hidden Messages

We all know that a brand’s logo tells its story. Using the Figure-Ground principle, you can hide a great story about your brand that will not be too obvious but visible enough to make it interesting and hook the audience. If you’ve had a Toblerone, then you’ll know what we are talking about.

Wendy’s is also rumoured to have a hidden message in the folds of the dress of the mascot. The folds spell ‘Mom’, which according to fans is an ode to the homely cooking of the chain. The hidden message is spotted by some of the biggest Wendy’s fans.

Types of Figure-Ground Relationships

Yes, there are different types of Figure-Ground relationships, all related to the different ways our brain processes and organizes visual information.

1. Stable

Those with a very obvious distinction between the Figure and Ground are known as stable. This is when one element completely dominates the composition, and the audience doesn’t have to think much about it, hence no confusion. The distinction can be due to extremely different colors or a clear backdrop.

The striking color difference in the Coach logo and background makes it stable. When you look at the logo you do not have to think much and the logo is very clearly visible because of its obvious Figure-Ground distinction.

2. Reversible

Visuals that change every time you look at them are the Reversible Figure-Ground relationship at play. This relationship has equal visual weight for the Figure and the group, making the visual change depending on the viewer’s perception.

The abstract six feathered logo of NBC may confuse you at first. The logo design has equal weight from the six feathers but in the center you may see the body of a peacock designed with negative space. It is also important to mention that each feather is a representative of the brand’s six divisions.

3. Ambigious

If it is difficult to distinguish between the Figure and Ground, then it is most probably Ambiguous. This happens if both visual elements have more or less the same visual identity. There is no dominant focal point, but the back-and-forth of looking for one makes for an interactive experience.

The Pittsburgh zoo logo showcases a tree but there’s a lot more going on. Since the hidden design elements have the same visual identity, it is hard to spot them. In the logo you may find wild animals such as birds, fish and a lion and gorilla staring at each other.

Can You Find the Figure In The Logo?

Now that you know how the Figure-Ground relationship works, here is an eye exam for you! Look closely at each of these logos below and find the hidden figures. The answers are at the end of the article, but don’t cheat—we’re watching you!

Logo #1- FedEx

Hint: A symbol is hidden between the letters and plain sight!

Logo #2- Toblerone

Hint: What’s hidden in the shadows? We hear growls!

Logo #3- Goodwill

Hint: Goodwill spreads _ _ _ _ _ _!

Logo #4- LG

Hint: L and G are giving you a look! What is it?

Logo #5 – Tostitos

Hint: Tostitos are best shared! What does the logo say?

Logo #6 – Amazon

Hint: The arrow says more than you think.

Logo #7 – Baskin-Robbins

Hint: So many flavors! Baskin-Robbins makes a promise!

Logo #8 – Carrefour

Hint: Look right and left before you cross.

Logo #9 – Spartan Golf Club

Hint: The Spartan logo is true to its brand.

Logo #10 – Eighty20

Hint: This one is for the coders!

Tips To Use the Figure-Ground Relationship In Logo Design

Are you planning on exploring the Figure-Ground relationship for your own logo? Here are some tips that will come in handy!

• Keep It Simple But Recognizable

Don’t complicate your logo when you can keep it simple enough for people to spot the figure immediately. Overcomplicating the design and branding can eventually dilute the effect. Remember: easy to spot and hard to forget.

The New Man logo is simple, but only on the surface. Two words and a cleverly crafted ambigram make the logo minimalistic, but at the same time, it surprises the audience, so they remember it.

• Use Negative Space To Tell Your Brand Story

Don’t confuse negative space with empty space. Instead, it is a great opportunity to come up with a design that holds more meaning. And the best part is that you can do so subtly and with profound elegance.

Just like the Guild of Food Writers logo, negative space can do wonders. While the logo looks like the nib of a fountain pen, there’s more hidden in the negative space; a spoon! This is a very clever way to highlight the most important parts of the brand name, which are food and writing!

• Double Trouble- Add Two Things To Spot

Why give one when you can give your audience things to spot within the same logo? Make sure that the second element takes another second to click.

If you want to see a prime example of this, take a look at the Milwaukee Brewers logo. When you first look at it, you will see a baseball glove holding a ball. But when you look again, you will notice that the icon is actually designed using the letters M and B.

• Connect The Figure To Your Brand

A clever logo does not mean adding just any figure and hoping it will work. This defeats the idea of adding a figure in the first place. The figure you add should reflect your brand and its core identity.

The Beats by Dre logo is just what you need to understand how to add a relevant figure to your logo. The b inside the circle is not just a random design but was strategically added to double as an ear cup. The b is precisely where the user’s ear would be.

Figure-Ground Fails You Need To Learn From

Figure-Ground centric logos can be a hit and miss. When done poorly, the logo can be distracting rather than attracting the audience. Here are some Figure-Ground fails you must watch out for.

1. Hard To Spot Figures

Always remember that your logos are not designed for designers; the target audience is the general public. If the figure in your logo is too hard to spot, then that’s a design fail. It should not take extra effort just to spot a figure. For example, if you were to look at the London 2012 Olympics logo, you’d see what we mean.

The logo was designed to be modern and smart, but it was anything but. The abstract shapes confused the audience and were simply off-putting, which, of course, made it a laughing stock.

2. Forced Hidden Elements

We get that you want a cleverly designed logo, but overdoing it or forcing a hidden element is not the way to go. Your brand needs a logo that connects to it and does not seem like a gimmick. You can see this in the Gap 2010 logo.

The logo disconnected the audience from the brand by ditching the blue box for a minimalist design. Within a week, Gap had to go back to its original logo.

3. Overcrowded Design

Visual clutter is a logo design recipe for disaster. Adding anything and everything you like to your logo will not get you the results you are hoping for. Instead, they will make the logo lose its essence by adding too many visual elements.

Bits and atoms replaced the OG U. A logo failed! In 2016, Uber replaced its logo and added an abstract symbol meant to represent bits and atoms that had nothing to do with the brand, and simply added visual clutter to the logo.

4. Off Balance Figure And Ground

Don’t let your Figure and Ground fight to get center stage. The Figure and Ground principle demands a clear distinction, and a disbalance in the ratio can derail the entire logo. The two should complement each other and play in harmony.

Avoid what went wrong with the 2008 Animal Planet logo. When you look at the logo design today, your eyes will play a little game of ping-pong, trying to understand where to focus.

Answers To “Can You Find The Logo Challenge’

Here are the answers. Match these with the answers you gave, and tell us in the comments how many you got right.

Conclusion

Logos go beyond just a picture for your brand. These pictures tell your brand’s story in the simplest of forms. With the figure-and-ground principle, we can understand that a logo can perform much better if it has a meaningful surprise hidden in plain sight.

Do it right and your logo will reward you in ways you can’t imagine. If you need any help with your logos use Free Logo Creater and start designing!