Syntactical Guidelines Examples

In this logo the artist uses a number of syntactical guidelines, but overall creates a confusing design. The artist uses negative and positive in both the shark logo and the scuba flag, but these elements are competing. Additionally, there is stress created within the shark logo, but again the scuba flag works against this stress and creates a confusing design.



Paul Rand uses a number of syntactical guidelines in this movie poster. Rand uses positive negative in the text, image and the grouping against the plain background. He uses stress and sharpening to create a direction and motion. Finally, he uses grouping of objects to create a focal point.