subject: Great Examples Of Negative Space In Design [print this page] Graphic designers often look at the work of others in their field to get an idea of how popular design is changing. The use of space in graphic design is one element of this art that is always being used innovatively. Business logos for major companies in particular are making very creative use of positive negative space design. These companies obviously, hire the best designers to create the images associated with their brands. Even the new graphic designer can improve their skill by looking at how the designs by these designers are put together. Here are a few examples of negative space in these logos.
FedEx Logo
Everyone is familiar with FedEx these days. The delivery company sends packages all over the world for its customers. For a long time, the FedEx logo's secret when unnoticed, but savvy customers eventually figured out the subliminal message hidden within its letters. The logo's hidden arrow between the letters 'e' and 'x' make a subtle use of space in graphic design. It's one of the few uses of negative space in design that's not immediately obvious to the viewers.
Pepsi Logo
Some businesses are so well known and so widely recognized that the logo can afford not to mention the company name. These logos stand on their own as unique pieces of artwork. One example is the current, Pepsi Cola logo. This logo first originated as the name, Pepsi Cola, in red script. Over the years, it became more complicated featuring both the name and the familiar red and blue bottle cap on old glass Pepsi bottles. The current logo drops the company name and simply features a stylized version of the bottle cap with a curved white stroke running through it. The white space around the bottle cap serves to emphasize the bold statement of the logo. This company is telling viewers that they are so established and widely recognized, the company needs no introduction.
LG Electronics
The LG logo hasn't changed since the mid 90s. It makes such good use of positive negative space design that there is no need to change it. The logo features the company name, a graphic and the motto. Normally, three elements end up making a logo look crowded, but the designer for this one cleverly utilized the negative space around each element. The round graphic of the logo takes up center space. Offset to the right is the company name in a bold font. To the lower left is the motto in lighter font, curved around the shape of the graphic.
Graphic designers have several options when it comes to the use of negative space. They can create a very simple design with the negative space forming the graphic part of the design. Designers can rely on extremely familiar images to convey to viewers the idea of the company without having to add any text. They can work in graphics, motto and company name with a well balanced use of space on the canvas. All of these methods work well for designers who want to incorporate good use of negative space.
