Most people will not understand how clever and powerful negative space logos can be, but this is something that logo designers truly appreciate and get excited for. They know that these kinds of logos come with a lot of special benefits.
What Is Negative Space?
Negative space is the background to the image used for the logo. It is usually white and represents the space in the logo that is meant to be nothing, just the backdrop on which the actual logo is set, which would be the positive space made out of graphics, text, a signature etc. However, logo designers know all too well that negative space is very important as it provides context and logic and makes the logo more legible.
Why Is Negative Space a Good Thing?
Designers love to work with negative space as these kinds of logos often possess a lot of sought after traits: subtleness, simplicity, while still allowing the designers to get creative. They often see it as a challenge. They need to find a clever way to hide an image or a shape between the letters of the logo or inside a graphic. It is something subtle that you will not notice at first, but you will find a great deal of appreciation for the design when you eventually do.
How Can a Negative Space Logo Benefit Your Brand?
Negative space logos are not interesting just for the designers that create them. They actually provide the brands that use them with a lot of benefits. For starters, they are often simple, which means that they possess essential qualities of good logos such as being memorable and timeless. Moreover, when people find this additional layer of depth created by the logo they become more naturally intrigued by the brand. Plus, you create a much stronger relationship with everyone that discovers this hidden message as they will feel like they are part of a selective group. Lastly, searching for clues in logos ensures that people will look at your brand logo for a longer period of time, thus making it easier to remember.
Famous Logos with Negative Space
If you do not think that negative space is effective yet just look as some of these very well-known logos as they all use negative space for their advantage: the FedEx logo has an arrow hidden in the background between the E and X; Toblerone, the chocolate producer has a bear hidden in its mountain logo and the NBC logo is meant to form a peacock. Even smaller companies get to benefit from the use of negative space. Spartan Golf became well-known in the AUSTRALIA because of its logo which features a golfer swinging to form the face and helmet of a Spartan warrior.
While negative space logos are great to use, they are also hard to make. They might require hours and hours of work and the best results are always obtained with ides that come naturally, not ideas that are forced.