Bread Line Design

Using negative space in a logo can be a clever way of getting an extra concept across with minimum fuss. I’m a big fan of the technique, and have used it in the last few logo’s I’ve designed with varying success. Today at work though a debate started as to whether negative space logos were actually effective at conveying a graphical message, or simply pass unnoticed by the untrained eye.

Its a point worth considering. The arrow camouflaged in the FedEx logo is missed by nearly everyone who dosn’t design for a living, just as the iconic building nestled between the knife and fork of My Cuisine is only going to be obvious if you actually know the building, its location and its importance.

When hiding an object within negative space we’re asking the viewer to work that little bit harder to decipher the meaning, and we’re running the risk of having the trick being lost altogether. Despite this I think its worth taking the chance. Negative space logo’s still work when the colours are inverted, and only get stronger when in black and white. The trick can be subtle as in FedEx, or full on as in F1. Besides, many dual and triple concept logo’s ask that little bit more from the viewer, even without the use of negative space. A great example is that of Posh Boats, where a cursory glance shows a Fleur-de-lis, but a moment of consideration reveals a prow cutting through waves.

When a second logo concept isn’t obvious, but at the same time isn’t critical to the designs success, the logo slips into a special place, were the brand is accessible at face value, but has that little secret for those lucky enough to see it. The FedEx logo is rock solid without the knowledge of the arrow, just as the Posh Boats logo works if the actual boat is missed.

When a viewer does see the trick, that special design gem, there’s a moment where the brand and the viewer connect, a moment where the brand reaches out and touches them. Allright, it isn’t going to give them an orgasm, nor even make them reach out and buy the product, but what it will do is make the brand that little bit more memorable, that fraction more special. Once seen a design trick can’t be unseen.

It’s this moment, preloaded into a design that adds brand value. It’s what will separate your clients logo from the competition, and why the logo’s core concept will survive longer than the original artwork will.