Shadows play such an important role in logo design because they're
able to create what architects refer to as a sense of place.
Or as we might say, it looks like it belongs there.
A shadow can ground an identity to the page
or it can also allow a mark to defy gravity.
I'm not really sure what this object is, but when the shadow
appears some distance below it, I
understand that it's hovering weightlessly in space.
All of these logos demonstrate somewhat of a mystic quality with very little effort.
Some of the shadows are very soft to emulate
a real shadow and others are hard and graphic.
The less realistic a shadow is, the more likely
it's intended to be taken a bit tongue in cheek.
Never forget how informative a shadow can be.
If there is a shadow, this means there's a light source.
Identifying that light and where it originates can
be an important part of the client's story.
This logo for Verio, designed by the Cronin Group, does something very clever.
Look at where the shadows are.
Can you tell where the light originates?
The brilliance of the light is coming from you.
A subtle distinction, yes, but when you figure that out, it's a tremendous story.
Sometimes, truly depicting a shadow can present surprising information.
With reflective shadows, you can show, for instance, one of your client's initials,
but the unexpected bonus is an accurate shadow that creates a second initial.
Obviously, there are limited opportunities for this,
but look what happens when the logo
for a housing authorities newsletter casts the
correct, but unmistakable shadow of a house.
Good wit and observation pays off for these designers.
Generally, as we've discussed shadows and their value to logo
design, we've considered a thing and the shadow it casts.
With pure shadows, we create a different visual dynamic.
The shadow has broken free from the shadow caster.
This allows the designer to use one of
the most powerful tools in design, the consumer's imagination.
Letting the viewer fill in the missing
information forces them to interact with the mark.
When they fill in the missing blank, they're engaged
and that creates ownership on the part of the consumer.
The truth is, much of the time, we are all pretty much blind to shadows.
Despite the fact that they are nearly inescapable, we really have
to make a conscious effort to give them a second thought.
But by tuning into them, I think you'll be surprised
how diverse they can be and what different stories they tell.
All of these shadows take real advantage of where they place their light source.
As you start to consider the message you're trying to
create, it might even be useful to use a small
flashlight, versus a desk lamp, and move it around an
object to see just how different the shadows can be.
That little experiment may lead you to a hidden story that
allows your next logo to live in a whole new light.