In logo design, the application of negative space is especially effective to create two or more images at the same time, giving a unique look to the brand’s logo. In this article, let’s learn about how to create a negative space logo design with The Monest as well as refer to some examples from famous brands around the world!
1. What is negative space design?
As Einstein pointed out, it’s all about relativity. In logo design, this means the so-called ’empty’ space around your logo actually has an important relationship with the logo itself. So when we talk about ‘negative’ space, we really mean where one area of the logo design interacts with each other in a meaningful way.
A classic example is Taoism Taijitu. The symbol ‘Yin and Yang’ is the perfect example of the yin-yang space principle and their interdependence:
In the symbol, we see two fish – order and chaos, light and darkness, yin and yang – chasing each other’s tails. It shows us that there is no such thing as free space, only relationships between different elements. Like other negative space logos, the theme can change depending on your viewing angle. (Do you see a white fish on a black circle? Or a black fish on a white circle?)
In general, negative space refers to any contextual space that surrounds or appears within a subject, and it’s a great way to highlight relationships between different elements of your brand.
2. How to design a negative space logo:
Common examples of negative space in logos involve hidden images, double meanings, or clever use of overlapping elements. Usually, this involves looking at the characteristics of individual letters, shapes, and symbols, and seeing how they can naturally combine with other elements. Let’s go through the examples below:
This logo emits a natural shape created by two white arrows to create an ‘H’ for ‘Howe’ in negative space. (Note how the black rather than white space acts as the negative area for this logo.) Notice how the logo uses additional space to link two core elements of the company into one symbol.
When you take into account the elevator-like shape of this top logo, the final effect is a clear and impactful logo that tells the viewer exactly what the Howe Elevator does.
Tips: The Monogram logo is a great way to start thinking about negative space because there are so many ways to play with the space around and within each letter. It’s also a great way to remember the first letter of your brand when customers think about your product or service.
However, negative space isn’t just about creating smart overlays. It’s also a more general way to balance your visual hierarchy and draw viewers in with meaningful information about the essence of your brand. Overlays like the one above are just one way to do it, and it’s often difficult to find such an ‘exact match’.
In the example above, there’s no trick of the eye, just a simple use of negative space on the owl’s face to suggest a core aspect of the brand. What types of products do you think this logo represents? Hearts and colors evoke love, while the owl suggests wisdom, attention, and 360-degree vision. Along with the Twitwo name, this could be a great icon for a dating app, whose brand promise could be to ‘find love the smart way’.
In this example, the head of the lion merges seamlessly with the top of the column – the ‘capital’, as it is known for the stele (also from the Latin word for ‘head’). What’s interesting about this logo is how it captures a sense of strength and confidence in the lion’s character, which are also important attributes for that believable sculpting. As you can see, negative space is a really effective way to create visual word games that incorporate more than one brand ethos.
Finally, the use of negative space includes creative combinations of shapes, positions, shadows, and colors, to highlight the relationships between the core elements of your brand. As we said before, it’s all about relativity!
3. 7 examples of negative space logo design of well-known brands:
#1 AMPAS – Academy of Motion Picture Arts and Sciences
Being well-known with Oscar name, the legendary ‘Academy’ has a super simple and memorable logo. Here, we see the iconic Oscars in negative white space against a golden triangle that shoots upwards. The overall logo is a strong A-shape, signifying the famous Academy. Notice the subtle curvature used on the word ‘Academy’ in the logo text, which helps strengthen the relationship between the negative space monogram and the well-known brand name.
#2 US Network
This is a great example of how to use negative space in logo design without complicating things. A simple yet effective overlay with the ‘s’ creates a nice flow between what would be a simple anagram logo. The three dull letters are joined together in a way that makes more sense to become a unit, giving them all a bit of character and life in the process. A key design aspect to point out here is how the terminals of the ‘s’ align perfectly with the outer curves of the ‘u’ and ‘a’.
Tip: Using a combination of negative and positive space letters like this can work, but it’s important to work around with layers to make sure they line up.
#3 TOSHO Knife Arts
A simple yet effective idea, well communicated, is the basis of great design. That’s why the logo of Tosho, a Japanese knife maker in Toronto is so special. This is a great example of how to use negative space in a logo because very little negative space is used. This is pure ‘point’. Space is only used to convey something important about the relationship being described. What is the relationship? Tosho’s knife is very sharp. Very sharp!
#4 ARTHOUSE (Concept)
This is a great concept by designer Yuri Kartachev. A design without the brand name in the logo is a great way to approach the design process for negative space logos. Take one concept and imagine it as a “class”, and another concept as a new “class”. Usually, just playing around with the natural holes and voids that shapes create can give you an idea for a great conceptual fusion like this one.
#5 FEDEX
This is one of the most classic negative space logo designs out there. It’s a great way to subtly hint at the value the company brings through the use of the space. Simply put: they move things!
#6 ZZAP (concept)
Another great logo concept, like the FedEx logo, hides a symbol of the brand somewhere in the text. Letters are a really good place to start if you want to do negative space logos as they have such a great range of natural combinations. Design around with letter combinations from your logo text and think about symbols that might represent what you do. Sometimes, not always, you can find a happy intersection between one of the symbols on your list and the shape between your brand letters.
#7 LEVIS
And finally, the best negative space logo ever created. That’s a butt! It’s a subtle design element but once you see it, you can’t ignore it. Levi’s logo shows you that negative space can also be used on logo containers, while still creating a powerful effect. It’s not all about text matching or smart overlays!
4. Tips to design your negative space logo:
Here are a few examples of negative space logo designs from famous brands, we learned that negative space is about making ’empty’ space a meaningful part of the relationship. and shows how valuable it can be in conveying a message with more than one element. Finally, negative space is a powerful way to emphasize specific elements of your logo by:
- Create depth Emphasize different but related features
- Create unique shapes using the natural properties of letters or other shapes
- Convey dual meaning
- Create clever wordplay ‘Hide’ Easter eggs and meaningful symbols in your logo
Space is an important part of logo design. Not all brands or designers understand how to use negative space, but those who do can communicate a lot with little effort. Remember, there are many different ways to use negative space. Play around with different symbols, letters, and shapes and come up with ideas for icons that reflect your brand. All that remains after that is to design!
If you are looking for a reputable and experienced place to design your logo, brand identity system and design your business’ branding strategy artistically and impressively, then contact us. Contact us immediately by phone number 0938 835 856, or leave your information and requirements, THE MONEST’s consulting department will contact you right away to answer all your questions!
