This is the second in a series of blog posts that highlight work from our Ann Arbor graphic and web design portfolio, and identify and discuss examples of the 7 elements of design: color, line, shape, direction, size, texture, and value.
When color communicates mood, it acts as an adjective. But when line communicates action and movement, it is an element that can best be described as a verb. A line can be either the actual linear marks or an edge where two shapes meet. It can imply speed, relaxation, fluidity, recklessness, pep, flirtation, concentration, and many other kinds of activity depending on what you want to communicate. Urgency isn’t always the best answer; a sense of calm can attract the eye just as provocatively.
Take a look at the Leslie Science Center Logo we designed. The line the designer used creates a circular movement to give the viewer a sense of fluidity—invoking the circular patterns found in nature and life. It mimics the shape of the earth. The lines in the font compliment the lines in the mark, marrying the fluidity with sturdiness and giving a balance to the logo design in its entirety.