The tenets of Gestalt psychology (specifically, the phenomenon of “completion”) were used towards creating a logo for an energy trading credit company. In short, the appearance of the graphic seems discontinuous and nonsensical until one perceives the “E” comprised of negative space in the middle of the graphic which also features an implied right-pointing arrow to infer forward progress. Finally, the two horizontal lines of the logo lend themselves to a secondary act of invention. In short, if they are taken to represent an equals sign (i.e., “=”), the letters and symbol can be rearranged into E=NC2: a play on the infamous formula E=MC2 devised by the renowned physicist Albert Einstein.
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