Category: Logo

Morphological Matrix has been used for solving creative problems for long and recently we come across how to use Morphological Matrix for logo design process.

Curiously, we decided to delve further and here we are trying to put process in simple to understand format.

Please do not forget to visit detailed Logo Design Case Study. If you can start reading that and come here, it will be more clear to understand.

Meaning of Morphosis

It is a manner in which an organism or any of it’s part changes form or undergoes development. In our context, let’s say the organism is our final logo that we will be delivering through step by step analysis and synthesis. Ref : 1, 2

What is Morphological matrix?

It is a way to break down thought process into smaller elements like words, letters, picture elements, character, place etc. Have a look at example below for understanding it quickly.

Evolution of Morphological Matrix

Even though Fritz Zwicky coined the concept “Morphological analysis” for his astronomical studies, it’s been extended for different purposes over the years like Tom Ritchey for GMA (General Morphological Analysis) and Dr. Scott Isaksen used for creative problem solving methodologies. Ref : 1, 2

The matrix that we used is based on Mario Pricken’s idea explained in his book “Creative Advertising“. We have tried to put this process in simplified format in next section.

The creative problem solving framework

Based on above framework, where designing process is at the heart of it and more importantly on the basis of “generating ideas” and “preparing for action”, we have prepared Matrix below.

How did we prepare Morphological Matrix?

When we were planning to design logo for Beers bakery, we preferred to have few key ideas like

• Name / letters / word
• Cake in simplified format
• Occasions

Based on fundamentals of Matrix, we put above key ideas in left first column and on the right hand side, tried to explore different possibilities of design elements.  It is appeared that possibilities are infinite while doing this kind of exercise, it’s crucial to focus design end goal (which is logo for bakery) and be persistent for the best possibilities.

Here is what a Morphological Matrix we prepared

The next step is choosing elements that would be fundamental part of logo execution.

Analysis & Brainstorming

One very important step to note here is we have done brainstorming and detailed analysis while choosing aspect of every key idea (mentioned above). “Good” analysis is matter of practice, visualization and maturity of balancing design aspect and understanding positioning of a brand in market.

The three elements chosen were marked in red in above image. Please don’t underestimate the fact that they are strategically chosen from three different aspects of bakery USP’s. 😉

Further process

Based on 3 selected element, further process is explained in detailed case study.

Highlights of further process

• Refinement on selected element
• Typography
• Color Scheme
• Nature’s ultimate balancing act!