A great logo packs a punch — it leaves a real impression on anyone who sees it, inspiring customer confidence and driving sales. While there are certainly many ways to add that extra creative oomph to your logo, if you want a design that is memorable and clever, you might consider following the lead of companies like Toblerone and NBC, and trying out a negative space design.
What is negative space?
In design, negative space is the background or area around the subject in an image, while positive space is the subject itself. Simply put, negative space is empty and positive space is filled. In the Toblerone logo, negative space creates a bear in the peak of the mountain. In NBC’s logo, the body of the network’s famous peacock is created by negative space around the multicolored feathers.
On the most basic level, negative space emphasizes and defines the edges of the positive space — it shows us where one shape ends and another begins. But negative space can serve more than just this simple practical purpose when it’s used thoughtfully. As many creative logo designers have shown, the “empty” areas of a design can be as dynamic as the areas that are “filled.” Just take a look at the famed FedEx logo.