A crowded company logo


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? Aegon company logo

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.
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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.
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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.
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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 customer’s 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.
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More applied cognitive psychology for public design:

Public infowayfinding signing

Public infohistory futur train and public transport ticket vending machines

Public infopublic transport space structure wayfinding signposting

Public infodesign company logo icon pictogram

Public infodesign company logo aegon icon pictogram

Public infosignposting wayfinding signing arrows

Public infopublic transport space structure wayfinding signposting

Public infopublic transport space structure wayfinding signposting

Public infowayfinding signposting signing

Public info public transporttrain ticket vending machines

Public info public transportNaming public transport lines for passengers

Public info public transportpublic transport information on dynamic panels

Public info public transport ovchipuser experience questionaire research

Public info road trafficTom Tom infographics car navigation

Public info road trafficother train accidents level crossings

Public info road trafficNaming ring roads

Public info road trafficcar park indicators

Public info road trafficwrong way driving traffic signs

Public info waterwaypictogram muster station assemply point IMO ferry signing

Public infobewegwijzering borden icons pictogrammen verdwalen

Public infocovid-19, corona

Public infoleren verkeersborden toekomst rijexamen psychologie

Public info public transportcompany identity en marketing versus noodzakelijke reizigers informatie

Public info public transportmarketing company identity

Public info public transport

Public info public transportdelay announcement departure public transport dynamic indicator

Public info public transportpublic transport dynamic indicators history future

Public info public transportpublic transport dynamic indicators history future

Public info public transporticonen pictogram beelden op verkoopautomaten

Public info public transportopenbaar vervoer vertrektijden dynamische panelen vertraging verstoring

Public info public transport ovchipov-chipkaart in-checken out-checken

Public info public transport ovchipov-chipkaart check-out check-in

Public info road traffictom tom navigatie auto planning

Public info road trafficverkeer vrachtwagen tachograaf rijtijden

Public info road trafficleren verkeersborden toekomst rijexamen psychologie

Public info waterwayvaarweg verkeersborden aanleggen watersport

Toekomst geldparkeren betalen elektronisch toekomst parkeerautomaat road traffic

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More applied cognitive psychology for design, other than public


x Invoer Morsesleutel Toekomst        multidimensionaal graphic   

Public design

 NS treinkaart automaat b100 betalen openbaar vervoer NS treinkaart automaat b8060 betalen openbaar vervoer  IMO international maritime organisation muster station sign plattegrond IKEA water vaar verkeersbord maximaal hoogte water vaar verkeersbord maximaal drie dik aanleggen water vaar verkeersbord maximale doorvaart hoogte 3 meter experimenteel vertrektijden bord openbaar vervoer structuur openbare ruimten experimenteel vertrektijden bord openbaar vervoer atb etcs snelheidsbeheersing aandacht trekken water vaar verkeersbord verboden aanleggen water vaar verkeersbord maximale hoogte water vaar verkeersbord verboden 3 dik aanleggen met meer schepen trein vertrektijd perron NS CTA OV openbaar vervoer betalen ov-chipkaart toekomst grafische bestemmingen lijst metro ondergrondse lijn  structuur hoefijzer winkelcentrum 

Icon/sign design

  3-d, perspectief,drie-dimensionaal verkeersbord toekomst parkeerverbod verkeersbord toekomst verboden inhalen verkeersbord toekomst maximum snelheid bepaalde 


helderheid voor betrouwbaarheid hersenen limgisch systeem en cortex aandacht trekken en aandacht sturen gebruik van de kleuren rood oranje en geel gevoeligheid van het oog voor kleuren humunculus mensmetafoor een mens in de zaadcel 

Toekomst volgens psychologie


Leren rekenen

leren rekenen basisschool MAB rekenblokken toekomst onderwijs leren lezen leren rekenen supermarkt leren rekenen basisschool tellen op de vingers aftellen leren rekenen vleksom puntsom rekenonderwijs basisschool tientallig stelsel tellen op de vingers rekenonderwijs basisschool computer diagnostiek remedial teaching graphics for quantitative data next generation 

Hogesnelheidstrein (ERMTS)

  ERMTS hoge snelheidstrein hsl ATB experimenteel interface voor machinist ERMTS high speed train control driver mmi ERMTS hoge snelheidstrein hsl ATB experimenteel interface voor achinist ERMTS hoge snelheidstrein hsl ATB experimenteel interface voor achinist 

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