Humans have a desire to achieve a level of balance and harmony. We like to create order. As a rule, order can give us a sense of wellbeing. This is all part of a much bigger psychological conversation associated with the Gestalt theory, but for the purpose of this trend it’s driven by our comfort with symmetry. This group of logos are most often crafted from two identical elements either mirrored or rotationally nestled together after a 180-degree rotation.
It’s not uncommon for the end product to assume the shape of a letterform or be constructed by reflective letters. The symmetry of these logos creates a sense of assurance in much the same way you find harmony in a yin yang symbol. It conveys the idea of a strong partnership that is well suited and beneficial to both sides. Rotational pairings can easily represent a sense of motion or action that may demonstrate a positive aspect of the client’s nature. Like the siblings this trend is named for, the two distinct elements may be in perfect harmony or reference co-joined elements rife with tension. Regardless they will work it out. After all, they are family.
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