Layers of meaning can also be created where the logo represents one thing while at the same time displaying or representing something different, usually something to do with the company or their ethos. Whether the visual effect is obvious when you first look at it, or takes a keen eye to become apparent, negative space is really something an audience can engage with. It shows that clever does not have to mean complex, and that the simplest effect can be the boldest and strongest. The power of using negative space in logos lies in its simplicity. I have seen this logo countless times, but I had never (until researching this article) realized that the space between the ‘E’ and the ‘X’ perfectly creates an arrow – representing FedEx’s speedy and accurate delivery service.Īnd have you ever noticed the cheeky bear hiding in the Toblerone mountain?! The wonderful thing about using negative space in a logo is that it can be obvious, as with the Formula 1 logo where the space after the ‘F’ reveals the ‘1’, or it can be used more subtly to effectively hide an image in plain sight.Ī perfect example of this is the instantly recognizable FedEx logo.
Some of the most eye-catching logos have been created using negative space – the gaps within the image or word of a logo positioned just so to produce another image.
Download Now! Hiding Things With Negative Space
0 kommentar(er)
