World of ideas & imagination — AY25.26 WOII (AESTHETICS)
For week 2, we were asked to choose a logo around school and imagine it as a person in real life. I chose the “Nightshift Bar” logo because it looks strong and visually striking compared to other logos. The owl symbol and dark color palette create a mysterious and powerful feeling, which immediately caught my attention.
If this logo became a person, I imagine she would be someone who feels more alive at night than during the day. She is confident, bold, and does not really care about what others think of her. She probably wears dark clothing and dramatic makeup, and enjoys city lights, music, and crowded places, but at the same time, she also likes to stay quiet and observe people. This shows how a visual identity can communicate personality and emotion.
It also reminds me of a nightlife aesthetic that I often see on social media and in real life, where people dress in dark outfits, go to bars, and take photos in low lighting. This aesthetic is not only about appearance, but also about a certain lifestyle and mood, such as confidence, independence, and a sense of mystery. This shows how design connects to real-life experiences and how people express their identity through visuals.
The owl symbol also suggests intelligence and awareness, since owls are known to be observant and active at night. This connects to the idea of interpretation, where people create meaning based on visual elements. The contrast between luxury and danger in the moodboard creates a sense of dissonance, making the character feel more complex and interesting.
From this exercise, I learned that design is not only about form and appearance, but also about communication and meaning. A logo can represent a lifestyle, personality, and emotions. As a design student, this helps me understand that my work should not only look good, but also express ideas clearly and connect with how people interpret visuals.
WORD COUNT : 258 words
References: Roland Barthes (1977). Image, Music, Text. Don Norman (2004). Emotional Design: Why We Love (or Hate) Everyday Things.