See the light, but don’t forget the dark
While the positive space, the things we immediately see, do take priority, the space between and around elements is arguably just as important. Usually these areas are seen as blank, however once we understand nothing is ever really empty, we can take advantage of it.
Some of the most popular logos have been utilising negative space for years and are still just as contemporary as they were the first time round, so this is a route to consider when creating a logo where this is possible.
FedEx
The American multinational shipping & delivery company was founded in 1951 and is pretty well-known worldwide. Since 1994 the logo as we know it decorates all commercial marketing materials, from packaging to vehicle fleets. And if we look closer at it we can see why this was the chosen concept: Hidden in the space between the F E there is an arrow, cementing the idea of speed and forward movement that FedEx stands for.
Pittsburgh Zoo & PPG Aquarium
Opened in June 1898, Pittsburgh Zoo is one of only six major zoo and aquarium combinations in the United States. Stretching over 77 acres and housing over 4,000 animals, visitors stream into the zoo every year wanting to get a closer look at inhabitants. Their logo is a prime example of negative space. A large tree, depicting nature, is seen at first glance, but on closer inspection we can see a chimpanzee and a lion’s side profile, representing the animal kingdom.
Academy Awards
Ah, the Oscars. Who doesn’t like to watch the annual ceremony where a bunch of celebrities congratulate each other on the hard work they did earning millions. I’m just a bit jealous. Joking aside, the Academy Awards’ logo uses the simple shape of the A with a negative space of the iconic trophy to create the perfect harmony between typography and icon. Super simple, yet effective.
