![]() It contains the monogram of the company name-MW in a connected and cohesive shape.Īrriving at a logo that is this concise is rare and incredibly difficult to achieve.It brings two sides of the conversation together-the top and bottom representing IT and users respectively.The combined triangle forms communicate the sense of fast-forward movement, a direct connection to the Moveworks name, and its goal as a brand: instantaneous resolution.The logo contains 3 main messages from the superliminal: It’s the simplest and most concise distillation of the brand concept. This 1 shape is repeated and rotated until a form emerges that is specific in its message and becomes something in its own right. The Moveworks logo is constructed out of 1 geometric shape. However, it takes a highly skilled person to create something in the superliminal space that is cogent enough to be understood on all 3 levels of awareness. Humans have been doing this for over 40,000 years by creating abstract symbols that capture everything from spiritual philosophy, education systems, and scientific endeavors. It’s the puzzle and the solution presented at the same time, but you still get that shot of dopamine when you solve it. It’s like looking for your lost keys for an hour then realizing they’ve been in your hand the whole time. It’s one of those things that are right in front of you, but you haven’t seen it yet. In contrast to the subliminal which exists below awareness, superliminal exists above awareness. We have to work in the superliminal in order to get huge ideas across quickly and succinctly. Human beings have a keen skill of employing abstraction when it comes to distilling complex ideas that take too long to explain in liminal space, and are too unwieldy to communicate subliminally. Here is the same set of subliminal colors, but a different set of liminal classifications can alter the associations. The thing about liminal space is that it’s very easy to manipulate, and it’s very obvious when the manipulation happens. ![]() ![]() The introduction of text into a system can bring the subliminal message to the forefront of our waking consciousness, making it exist in the liminal space. Let’s bring this example into the liminal space-the space in the mind where it can sync the message and the awareness of the mind.Īs we begin to name and codify entities, we bring awareness to them and our consciousness recognizes them as discrete and concrete associations. How do you feel when you let your eyes relax on them? What connotations come up for you? Are there certain memories that are triggered? What about smells? Associations with people? Subliminal triggers lie beneath the surface of your awareness but still elicit a response within your mind. Take a moment to view the swatches collection below. Subliminal design comes into play with things like color choice. ![]() Each of them plays a very specific role in brand design and our waking consciousness. When interacting with a brand there are 3 different levels of awareness: subliminal, liminal, and superliminal. It’s the distillation of an idea down to its most obvious form which might sound a little heady so let’s break down the philosophy behind superliminal design and explore it in the following visual examples. ![]() Superliminal design is something that brand designers specifically strive for in their work. The best logos tickle your brain a little bit and that brain tickle is what we in the design biz call superliminal design. It has a solid impact with the impression of an untouchable work of art that stays with you whether you like it or not. ![]()
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