Feb 10, 2016

15 Logos That Found a Creative Use for Negative Space

 

Logos play an integral role in a brand’s identity and are often the first visual that comes to mind when a consumer thinks of a company. In the 15 examples below we explore logos that have found a creative use for negative space to further communicate a brand’s imagery and/or messaging.

 

 

1. The FexEx Logo

 
fedex logo large 15 Logos That Found a Creative Use for Negative Space

Design by Lindon Leader

 

If you look at the white space between the ‘E’ and the ‘X’—it forms a perfect arrow—suggesting a company moving forward and/or looking ahead.

 

 

2. The Swan & Mallard Restaurant

 
swan and mallard restaurant logo 2 15 Logos That Found a Creative Use for Negative Space

Design by John Randall

 

 

 

3. The Hartford Whalers (1979-1992)

 
hartford whalers logo large 15 Logos That Found a Creative Use for Negative Space

Design by Peter Good

 

The original Hartford Whalers logo (1979–1992), designed by Peter Good, a Connecticut-based graphic designer. The logo combines a green “W” with a blue whale’s tail to create the letter “H” in the negative (white) space. The Hartford Whalers were an NHL team from 1979-1997.

 

 

4. The Guild of Food Writers

 
guild of food writers logo negative space 15 Logos That Found a Creative Use for Negative Space

Design by 300million

 

 

 

5. Spartan Golf Club

 
spartan golf logo large 15 Logos That Found a Creative Use for Negative Space

 

 

 

6. Toblerone

 
toblerone logo bear 15 Logos That Found a Creative Use for Negative Space

 

While the mighty Matterhorn is fairly clear, did you ever notice the bear within the mountain? The bear is an homage to the city of Berne, Switzerland, where Toblerone is produced. The bear just so happens to be a symbol of the city.

 

 

7. Milwaukee Brewers (1978-1993)

 
milwaukee brewers logo large 15 Logos That Found a Creative Use for Negative Space

Design by Tom Meindel

 

One of the most recognizable logos in sports, the Milwaukee Brewers yellow and blue mitt logo was introduced in Winter 1977 and adorned Brewers caps for the 16 greatest seasons in club history. The logo was selected among more than 2,000 entries from both professional and amateur designers in an open contest in October and November 1977. Tom Meindel, an Art History student at the University of Wisconsin-Eau Claire, designed the logo and earned the $2,000 first prize. The logo combines the lower case letters “m” and “b”, the club’s initials, to form a baseball glove. [source]

 

 

8. Safari Into Africa

 
safari into africa logo1 15 Logos That Found a Creative Use for Negative Space

Design by Glad Creative

 

While the elephant is unmistakable, check out the negative space between the elephant’s legs, which forms an outline of Africa.

 

 

9. Via Rail

 
via rail canada logo large 15 Logos That Found a Creative Use for Negative Space

 

If you look at the white space between the ‘V’ and ‘I’ and the ‘I’ and the ‘A’ you’ll notice two parallel lines representing railway tracks. The logo also looks the same if you rotate it 180 degrees.

 

 

10. The Pittsburgh Zoo & PPG Aquarium

 
pittsburgh zoo and ppg aquarium logo large 15 Logos That Found a Creative Use for Negative Space

 

 

11. Feathers & Fur Pet Store

 
feathers and fur logo negative space 15 Logos That Found a Creative Use for Negative Space

Design by James Waldner

 

Which did you see first, the bird or the dog?

 

 

12. Martini House

 
martini house logo negative space 15 Logos That Found a Creative Use for Negative Space

Design by EBrown

 

 

 

13. NBC

 
nbc logo large 15 Logos That Found a Creative Use for Negative Space

 

The iconic NBC logo has a peacock in white with six colourful feathers representing each division of NBC (when the logo was originally designed in 1986, as there are more now): News (yellow), Sports (orange), Entertainment (red), Stations (purple), Network (blue), and Productions (green). The peacock is also looking to the right, often associated with looking ahead or forward.

 

 

14. Yoga Australia

 
yoga australia negative space logo 15 Logos That Found a Creative Use for Negative Space

Design by Roy Smith

 

The outline of Australia can be seen in the negative space between the arm and leg.

 

 

15. The Bronx Zoo

 
the bronx zoo logo large 15 Logos That Found a Creative Use for Negative Space

 

 

Comments

Follow

Get every new post delivered to your Inbox.

Join 52,225 other followers

Like Us on Facebook?

Close: I already like TwistedSifter