But, look a little closer and you’ll notice that the negative space that forms the tip of the nib is shaped like a spoon. The Guild of Food Writers logo is a black fountain pen nib, a nod to their profession. As many creative logo designers have shown, the “empty” areas of a design can be as dynamic as the areas that are “filled.” Just take a look at the famed FedEx logo.Ī double entendre design highlights multiple aspects of a company’s identity by carving out a hidden element into positive space. But negative space can serve more than just this simple practical purpose when it’s used thoughtfully.
On the most basic level, negative space emphasizes and defines the edges of the positive space - it shows us where one shape ends and another begins. In NBC’s logo, the body of the network’s famous peacock is created by negative space around the multicolored feathers. In the Toblerone logo, negative space creates a bear in the peak of the mountain. Simply put, negative space is empty and positive space is filled. In design, negative space is the background or area around the subject in an image, while positive space is the subject itself. While there are certainly many ways to add that extra creative oomph to your logo, if you want a design that is memorable and clever, you might consider following the lead of companies like Toblerone and NBC, and trying out a negative space design. A great logo packs a punch - it leaves a real impression on anyone who sees it, inspiring customer confidence and driving sales.
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