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Negative space is the space that surrounds a positive space or object. Negative space helps define the positive shape and can bring balance and contrast to the object.
Using negative space to shape a logo can be a very successful approach. The result is usually simple, but very intriguing and clever. The logo mark can then be remembered easily for its simplicity or because the one viewing the logo might find the mark clever. Many negative space logos show more than one image, this allows the viewer to engage more with the logo.
Here are some great examples of logos that use negative space.
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The early divisions of NBC are symbolized by 6 colorful feathers and the negative space helps create the shape of a peacock.
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The Hartford Whalers logo utilizes negative space to shape the letters and whale tale in their simple two color logo.
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The tree in this logo is shaped by the gorilla on the left and the lion on the right. Fish can also be found in the bottom of the logo.
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The FedEx logo has the hidden arrow in between the “E” and “x.”
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