Less Is More: The Power of Negative Space Logos

by Amber Humphrey
Amber Humphrey
August 25, 2016

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.

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Mastering Your Home Page

August 22, 2016

Every business needs an attractive, functional, easy-to-navigate website for attracting customers and encouraging conversions.

The statistics don’t lie: a recent report from the Online Marketing Institute indicates 85 percent of internet users have abandoned sites due to poor design, while 83 percent leave because too many clicks are required to access information. A whopping 50 percent of all online sales are lost because website visitors can’t find the content they need.

That’s wasteful, because effective website design is not as difficult or as expensive as you may think.

Every successful website has five crucial elements on its home page: clear navigation tools, a featured image, a headline/sub-headline, a summary of your company features and benefits, and some form of social proof. Here are guidelines for maximizing those elements.

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Determining the Right Loan for Your Business

by John Habib
John Habib

Line of credit. Revolving credit. Unsecured loan. Installment Loan. For the small business owner looking to scale a business with a financial boost, the different types of funding can feel overwhelming. Making the right choice for your business depends on understanding those differences.

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The Pros and Cons of Offering Coupons: A Retailer’s Dilemma


The decision to offer money-off coupons can be a tough call for retailers, especially small businesses.

Advocates say couponing is a relatively easy way to attract new customers and make a brand more appealing in the face of competition. But naysayers point to the possible loss of profits from continually discounted purchases.

Both sides have valid points, but studies indicate businesses offering coupons do have a competitive edge. Among those customers who aren’t driven by a need to “replenish” products (a segment representing half of all brand purchases) the availability of store coupons is the top influencer for why they shop in a certain store, according to Nielsen.

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Designer vs Design Tool

August 11, 2016

So you have a great logo for your small business, you’ve established your brand and your storefront, but now you need to get online. In a recent survey, 48 percent of consumers ranked website design as the number one factor in determining a business’ credibility. In another, 94 percent pointed to web design as their primary reason for mistrusting or rejecting a website.

The pros and cons of having your website professionally designed may be up for debate, but research confirms that the importance of establishing an appealing and functional web presence in today’s marketplace can’t be understated.

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8 Steps to Help Protect Your Company’s Logo Design and Brand

August 9, 2016


A great logo can be like gold to your small business. It acts as your abbreviated calling card, summarizing your company’s beliefs, culture and quality without the need for any further explanation. Further, the colors, fonts and unique graphical aspects of each logo are a testament to the brand they represent.

They may also represent a significant financial investment.

“Your brand’s logo is the sort of thing that can have a bigger effect on your business than you first think,” writes John Rampton of Forbes. “The wrong logo can make your brand come off as unprofessional, assuming anyone notices you at all. A good logo will create instant recognition within the minds of your target audience.”

That’s why it’s important to protect your logo from being copied, mimicked or knocked off by lesser brands without your permission, a crime otherwise known as trademark infringement. In the most typical scenario, someone creates a logo similar to yours to confuse customers into associating the two products; they knowingly or unknowingly use important elements of your design; or they commandeer the entire thing. Penalties for such misuse range from cease and desist orders to product seizure, fines and jail sentences, depending on the likelihood the logos were confused, the perpetrator’s intentions, the extent to which the logo was used commercially and the extent to which its elements are deemed generic.

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Website Design in 5 Steps

August 5, 2016

If you’re the owner of a small business that still hasn’t invested in a website, you’re far from alone.

But that doesn’t mean you should remain offline, un-promoted and out of touch with e-commerce.

Among small firms worldwide, 60 percent of those employing one to five workers have still not established a website, opting to rely mainly on word-of-mouth marketing instead. The most common perceptions keeping them from taking that step? They’re too small to need a site, they lack the technical expertise and they lack the funding.

Significantly, in the same study, 83 percent of businesses who do have websites agreed an online presence gives them a competitive edge.

If you’re considering a website design or redesign, Deluxe can handle your do-it-for-me (DIFM) project from start to finish. Our quick and handy online questionnaire about the scope of your project can get you thinking about what you’re trying to achieve, so we can hit the ground running as soon as you give us the go-ahead. Here are five questions on the creative brief that you should consider when beginning your website design project:

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The World’s Most Expensive Logo Designs: Behind the Scenes

July 26, 2016


Company logos have become something of an art form over the course of time. That said, there’s clearly a wide range of opinions on exactly what constitutes quality of design.

While some logos are fiendishly clever, others can be somewhat baffling. In the clever camp are obvious winners like the movement-insinuating Nike swoosh, which cost just $35 to produce in 1971 and is now recognized by 97 percent of Americans. Landing squarely in the “what-were-they-thinking” category is the “cover the earth” symbol for Sherwin Williams, which is under fire for being environmentally insensitive but apparently kept on board for its longevity.

Business logos have actually been around for several thousands of years, dating back to when ancient Egyptians used hieroglyphs to brand animals and Romans and Greeks marked pottery by manufacturer. Later, coats of arms symbolized status and property throughout Europe, while hallmarks were stamped on the work of craftsmen.

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How to Choose from 4 Types of Company Logo Designs


A logo is the face of your business. A memorable one can create instant recognition for your brand, establish your credibility as a leading provider of your product or service, and help you stand out in the marketplace.

You have to weigh many variables when considering the look of your logo. It needs to communicate what your business sells, as well as who you are as a company, what you stand for, and what consumers should expect from you. The colors you choose and the overall design must speak to consumers on multiple levels.

If you’re diving into logo design, you may be unsure where to even begin. Start with the basics and gain an understanding of the four main types of logo designs. Here are four types of logo designs to consider with examples of logos we’ve recently designed:

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