A crowded company logo Column Published in European Sign Magazine, no 2, 1990 Last changes December 2008 Leonard Verhoef Contact. Graphics are in vogue The presentation of information by means of pictures is in vogue. In the computer world, icons and graphics are seen more and more. Computer technology makes it easier to use pictograms on signposts and advertising boards. In order to improve the recognizability of a firm, logos, also a kind of picture, are used as much as possible. From a psychological point of view pictorial presentations do have advantages. A logo is more attractive and conspicuous than the name of a firm in some standard character. In addition a logo can project an image which makes the customers believe that the company is modern, fast, efficient, etc. This picture shows the logo of an insurance company. A very conspicuous logo. Why is it?

Many presentation codes On the visual level this logo has three colours, three character types and three geometrical forms (the oblique blue square, the black rectangular background of the text 'verzekeringen' [insurances] and finally the squares in the underlying lattice work). Almost all visual possibilities are there. The only one which is missing, is blinking. However, a blinking logo is not practical when it has to be used on paper envelopes and in letter-headings. On the verbal level there are two words. One of them 'insurances' is rather long. The number of words in the logo could be reduced by omitting the explanation 'insurances', but then any possible potential for bringing in customers would be lost. Not everybody knows that Aegon is an insurance company. A name that covers the content would reduce the number of words as well. However, ''Insurances'' as a name for such a company is quite clear but quite dull as well. Further more only one company could use such a name. To top.

Changes in presentation code within the logo Within the word 'Aegon' colour changes from white to black. The characters of the word' Aegon' are mostly black whereas the characters of the word 'insurances' are white. The backgrounds used are blue, black and a white latticework. There is not only a background within the logo. The logo itself has a background too. For a designer the background of his design is mostly a rather homogeneous white drawing table. Very often a designer does not know what will form the background of his design. In this case the designer is very unfortunate. The crowded, latticed logo with several fields is mounted on a wall which itself is crowded, latticed with several fields because of windows and white lines. As a result the logo is lost against the wall. It is not clear what is a part of the logo and what is a part of the wall.

Practical problems When colour is used the effects of making a black and white photocopy are not usually anticipated. With this logo there are no problems when making a copy, although the white lattice will disappear. An unforeseeable problem with this logo emerged when it was used on the front of a train. This logo, and especially the blue square, visually changed the head of the train so much that railway men alleged that they did not notice the' Aegon' train as quickly as a normal entirely yellow painted train front. This was a problem, as these men work on tracks that are still being used by trains. To top.

Psychology and design The remarks mentioned so far were made from a psychological point of view. They might be interpreted as negative. Of course, negative remarks are easier to write and to read than positive ones. For Aegon it does not matter because psychologists are not a substantial part of their market. From a designer's point of view this logo can be appreciated. This design is, indeed, different from other logos. Deviation from common practice and norms is a standard way to be creative. However, the logo is not made for psychologists nor for designers. What might be the customers' opinion? The answer is quite simple. Making a choice between the products of insurance companies is made too difficult anyway. Probably psychological and design criteria used in the company logo do not make any difference.

Improving public transport with psychology, articles:

Decision making of vending machine users Discords in signposting. From buttons for fingers towards graphics for brains Less other train accidents on level crossings Logo, complex company logo Logo, 1 logo, 9 interpretations Passenger reactions and passenger actions: improving public transport Pictogram, lift and arrows Pictogram, muster station confusion Naming public transport lines for passengers Naming ring roads Naming targets for way finding A new conceptual structure for passenger information? The information street. The right way for wrong driving way signs Threats and opportunities for wayfinding systems Turn right please, navigation screens should obey perception Structuring departures on dynamic displays. Structuring chaotic space with a visual list Why car park signs should lie

Bewegwijzeraars moeten meer egocentrisch werken Cognitieve psychologie & OV Communiceren met de OV-chipkaart Kijken achter de horizon, orientatie scherm autonavigatie Hoe onderzoek je het denken van reizigers Met het OV naar het Oog van de reiziger OV kan reizigers geen verstoringsinfo geven Teksten en grafische symbolen op automaten Vertrektijd is passe, leve de afteltijd. Waarom vergeet de reiziger check-out bij de OV-chipkaart

Improving non-public transport applications with psychology:

Interface, GUI and web. Public transport: signposting, dynamic displays, (e-card) ticket vending machines, train traffic control. How to organize our life in a technical future.   Train driving: ETCS mmi: high speed train driving using cognitive psychology.

Contact

Leonard Verhoef. +31 (30) - 231 44 97 Parkstraat 19 3581 PB Utrecht Nederland humanefficiency.nl verhoef@humanefficiency.nl Chamber of commerce, trade register, subscription number: 39057871.