A negative space logo refers to leveraging the white space around a logo to create a deeper meaning and subtle messaging that aligns with a brand's identity. While the word ‘negative’ might carry unfavorable connotation, in this case, it means that the space in a logo is left unused, and the focus is placed on the main elements. These usually include text, images, shapes, or initials.
Whether rebranding or creating a brand from scratch, a logo featuring negative space must be devised carefully and cleverly. An abundance of elements can result in a cluttered and confusing design.
For an insight into negative space logos, their types, and benefits, keep reading this article. We’ve also included 10 of the best examples to help you grasp the point.
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What Is Negative Space in Logo Design?
Negative space on a logo is the unactualized space left after a design is completed. Often this negative space is utilized to create a more classic aesthetic. In simpler terms, logos with negative space are designs that incorporate extra room around the subject.
These empty spaces play a crucial role in determining the way the logo comes out. Usually, a white space is used to highlight the negative space between a logo design, letters, and pictures to create an illustration. However, this space can also be a different color or a background.
On the contrary, the space where the elements are placed is referred to as positive space.
A negative space logo design can paint a picture of the brand's offerings and values. The negative space can be used to add more meaning or even create an optical illusion, rendering the logo engaging and exciting.
Today, logos that use negative space are increasingly popular. Examples of big brands that have innovatively used negative space include Coca Cola, FedEx, Levi's, and WWF.
Types of Negative Space Logos
Explore the types of logos featuring negative space below.
1. Double Entendre
Double entendre includes an approach of blending negative and positive spaces with a symbol or text by converting them into a negative space logo. The result is two images, which create an optical illusion. This can be achieved by displaying the brand's name and showcasing the offering.
2. Playing with Faces, Shapes, and Initials
Pareidolia is a phenomenon of seeing faces in images that don't have pictures. By implementing this technique, you can personify a brand that may otherwise lack personality.
What kind of face you want to pick may depend on the brand; it could be a friendly, funny, or mystic face. If a brand uses letters, extracting shapes from the negative space can create an intriguing design. Overlapping is a great way to work with negative margins. A similar thing can be done with shadows and 3D ideas. This can help give dimension and depth to a logo.
One of the most common examples of this type is the FedEx logo, which has won over 40 awards.
3. Blending Spaces
Brands can blend positive and negative spaces with a symbol or text, turning it into a negative space logo. This can be like a standard illusion portrayed as a merger between both aspects.
However, it’s vital to avoid utilizing negative spaces too evidently. While adding elements to the negative space, ensure they fit into the primary logo like a puzzle piece. This will be the best way to allow your audience to find the hidden gems in your design.
10 Best Negative Space Logos
- The Oscars
- Coca-Cola
- FedEx
- Levi’s
- Formula 1
- Fox Chase Publisher
- USA Network
- Batman
- Carrefour
- Data Monkey
Today’s design trends emphasize the use of negative space in logos. In fact, some of the world’s most famous brands have a logo featuring negative space. Below, we’ll share the 10 most popular among them.
1. The Oscars
The Oscars, renowned for its creativity, boasts one of the most imaginative logos featuring negative space. Integrating the prestige award as negative space into the golden triangle emphasizes the significance of the event. Plus, it creates the letter “A” which signifies the original name of the academy — the Academy of Motion Picture Arts and Sciences.
2. Coca Cola
Coca Cola has retained its original logo since 1905. Although there have been small changes to it, the minimalistic design is still one of the most recognizable logos that use negative space. In this instance, the practice doesn't aim to create an illustration or illusion, but rather represents the most simplistic approach to negative space. This is achieved through subtle elements such as adding a small diamond between the letters or intertwining them to maximize the use of negative space.
3. FedEx
Have you ever noticed the small arrow formed in the empty space between the “E” and the “X”? FedEx is one of the best examples of logos that use negative space. It’s not just artistic but also points to the company’s services: transferring things to another location!
4. Levi’s
What started as a jeans-only company is now one of the biggest clothing brands in the world. Levi’s uses negative space in a very cheeky, but entertaining way. Notice the curved endings of the logo? Yes, this is a backside!
Using innovativeness and negative space, Levi’s falls under the group of brands that have logos with negative space signaling their product. In this case, it’s more about the old days and Levi’s jeans, rather than today’s larger offering.
5. Formula 1
Formula 1 has always stuck with a logo presenting speed and an innovative use of negative space. Their old logo (the one on the left) is a clear show of a clever negative space use. You can see the number "1" between the letter "F" and the red tracks.
Today, Formula 1 has a different logo (the one on the right). Although not as clearly seen as the previous one, the logo also utilizes negative space. By combining the two red tracks with the negative space between them, the letter “F” is formed. Adding another track to it creates the number “1”.
6. Fox Chase Publisher
A mix of minimalism and negative space, Fox Chase Publisher is a great example of logos that utilize negative space. By using just two colors (black and orange), the company managed to create a complete logo, which represents a fox.
7. USA Network
In 2017, USA Network changed its logo, although not drastically. Departing from the previous black and white concept, the company opted to remove the word "Network" and introduce a red color, reminiscent of the flag's colors.
But what stayed the same was the negative space usage. Can you spot the “S” between the “U” and “A”? This is what makes it a great example of logos with negative space.
8. WWF
Another excellent example of logos that use negative space is the World Wildlife Foundation with its extreme minimalism and usage of negative space. The positive and negative spaces create a panda, which is a symbol of endangered animals and conveys the company’s message: helping all wildlife and natural habitats.
9. Carrefour
The Carrefour supermarket chain is a big name in many countries around the world. Its logo is widely known thanks to the clever way of blending colors and negative space. Even without the name, the negative space logo is enough to tell you it’s Carrefour. See the “C” in the sign? It even helps create an arrow, which gives a welcoming connotation.
10. NBC News
Can you spot the peacock? Coupled with color variety, NBC New’s design is one of the best examples of logos that use negative space, mixing color contrast and negative space. It was created as a response to NBC’s increase in color programming, but it also accentuates the fact that NBC’s owner, RCA Corporation, used to manufacture color TV sets.
Benefits of Using Negative Space in a Logo
A carefully crafted logo with negative space can help businesses with endless benefits. Some of them are listed below:
1. Boosts Creativity
A responsive logo design with negative space can derive more creativity. Utilizing the extra space requires balance and originality. An out-of-the-box design can showcase the brands' ability to think unconventionally and be innovative with their products.
Logos with negative space can increase brand recognition as creative logos tend to hold the audiences’ attention for longer. For example, 96% of people in the US alone recognize Coca Cola’s logo.
An intriguing logo invites audiences to study and uncover the subtle layers of meaning. Creating meanings through mental associations can significantly pique the audiences’ interest.
2. Helps Maintain Simplicity
Adding more elements to the picture can have a counterproductive effect. A logo that features negative space allows working with the existing area, letting brands maintain uniqueness without creating more clutter.
Further, a decluttered logo gives the brand a subtle and straightforward look. It makes the designs simple and more effective.
Using the negative spaces with relevant imagery can help add more consistency to the logo. Brands can appealingly maintain simplicity by experimenting with colors, lines, and simple elements.
3. Holds Attention
A negative space logo can be beneficial in communicating the brand identity aligned with a better composition. Generic logos can be easily forgotten, but the ones crafted cleverly stand out.
Using a negative space logo can stick with the audience for a longer time and get people thinking about your offerings. It can help communicate directly and subtly with the readers.
4. Drives Engagement
Logos that use negative space tell the customer about the brand without giving a lot of information, simultaneously piquing their interest and bringing them to their store. By adding images and hidden messages to the logos, brands can create more optical illusions driving further excitement and engagement. Adding graphic elements, subliminal messaging, and secret details can lead to a truly intriguing logo.
Negative Space Logo Best Practices
The use and appearance of negative space can be based on multiple aspects. Here are the best practices to enhance a negative space logo further:
1. Highlight Core Aspects of the Business
Rather than creating a logo with abruptly fitting elements, this is an excellent opportunity to position the messaging just right.
Negative space can help with scope to add depth, colors, and dimensions. It can work as a visual highlighter rather than a space to forcibly fit everything in. It presents an opportunity for these aspects to be visible to your audiences.
Brands can also merge two elements with negative space to highlight the core offerings.
2. Consider Subtracting
A common issue that resurfaces is subtracting regarding limited space and elements in negative and positive areas.
Brands can add more negative space by reducing clutter to bring out what's required. Since the first draft is never perfect, working on iterative drafts can give a clear picture to balance the negative and positive spaces. This doesn’t mean you need to start from scratch; reiterating and subtracting certain elements in your negative space logo can help.
3. Ensure Adding Negative Space in the Initial Phases
Looking for a negative space at the 11th hour is certainly not the best practice.
As mentioned above, it’s a no-brainer to include the negative space in the initial phases. This helps the brand to evade iterations innumerable times. It allows you to plan it through an organic phase and helps to further cut down on multiple iterations or negative space logo redesigns.
4. Create Contrast with a Color Palette
Ensure the color you work with aligns with the brand and catches the eyes of your audience. This can add more depth and dimension, creating multi-dimensional images. Although the intent of using colors might not be evident at first sight, it will become visible when audiences begin to engage with it and the brand.
5. Consult a Professional
There is nothing like seeking help from an expert. Professionals can quickly help harmonize the positive and negative spaces, colors, dimensions, and visual elements.
Besides the ideas, their technical prowess can also help translate your vision to reality in an aesthetic manner.
Negative Space Logo Key Takeaways
There are countless ways to make your brand stand out, and creating a negative space logo that aligns with the mentioned guidelines is a perfect way to achieve it. This can help brands effectively communicate their values to the masses while maintaining a unique voice.
Logos with negative space don’t have to be simple. Different brands have different needs that can be intricately weaved in the logo. However, trying to fit too many elements can be damaging to your reputation. Hence, it is paramount to utilize negative space effectively to simplify the logo and make it easy to comprehend.
Professional logo design companies can help you with this process. For the best results, we advise looking for the right agency to partner with for your project.
