Logo design integrating a symbol into a wordmark by means of negative space designed by Roy Smith for a wildlife photographer and BBC Springwatch cameraman. Logo by Leavingstone uses the negative space to artistically combine the silhouette of a man’s head with a rolling sheet of paper. The designer creates an elegant and bold symbol playing with visual metaphors of a plane and shield combined with the power of negative space. Logo designed by Tubik for Aviar, the company that deals with flight rights protection.
In this issue of D4U Inspiration, we’ve collected some examples of creative logo designs that apply such an approach. Negative space in graphic design is often seen in logos, illustrations, posters, and creative lettering: for them, it becomes an active part of the visual presentation and makes key objects even more expressive. It defines the limits of objects as well as creates the necessary bonds between them according to Gestalt principles and builds up effective visual performance. It is a kind of breathing room for the object on the page or screen. It may be not only around the objects you place in the layout but also between and inside them. Negative space – or white space, in other words, – is the area of the layout that is left empty. Design is one of them, and today we are going to see how negative space works in it. Yet, there are many cases when it doesn’t work this way. We often tend to associate something negative with something bad.
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