We’ve all heard the phrase “less is more”, and when it comes to design this often rings true. It might seem just plain wrong to focus on what’s “empty,” but negative space plays a big role in creating impactful and visually appealing designs. Particularly now that minimalism tends to be highly favoured when it comes to icons or logos.
What is negative space?
It’s tempting to compare negative space to an optical illusion, but it’s far smarter and more functional than that. In design, negative space is the process of subtraction. It’s a technique designers use to apply meaning where there would otherwise be empty space.
Negative space simply refers to the blank space that surrounds solid elements within any logo. You can also see it in the WWF logo (check out how much of the Panda isn’t really there at all), NBC (spot the peacock?), and Toblerone (look out for the bear).
The difference between negative space and white space in logo design
Before we dive in any deeper, let’s just quickly look at the difference between negative and white space when it comes to logos. They sound like the same thing, right? Well, here’s a super simple definition for them:
Negative space creates a subject or meaning when two or more objects within a logo interact with one another. It’s all about the inner space between objects.
White space is basically the space surrounding a logo or design device. It contains no content, which provides breathing space for the design itself, and helps focus the audience on what matters.
You can use both negative space and white space independently or in conjunction with one another. Arguably, white space plays a more consistent role in all forms of design, but if you want to get really creative and smart with your logo, the addition of negative space will raise your brand’s identity considerably.
Now we’re on the same page about exactly what negative space is, let’s take a look at a good example of it; the FedEx logo!
Why is the FedEx logo a good example of negative space?
Look at the FedEx logo; what do you see?
There’s the unmistakable brand colours, sure. There’s also no form of iconography; this is a text-only logo. Or is it?
Look a little closer, and you’ll see the presence of an arrow pointing to the right, nestled within the ‘E’ and the ‘X’. This logo has won more than 40 design awards, and it’s not hard to see why. The hidden arrow is a direct reflection of FedEx’s raison d’etre (they shift stuff from A to B) and remains one of the best examples of negative space in design.
The infamous FedEx arrow only exists because the ‘E’ and the ‘X’ have been placed so smartly together. Equally, the combination of the Univers 67 and Futura Bold fonts plays a vital role in revealing something which technically isn’t there at all.
Why negative space takes time
The FedEx logo was originally conceived in 1974 and now appears on tens of thousands of vehicles and aircraft across the world. Senior designer, Lindon Leader, was tasked with creating a logo that was clean and simple, while still embodying everything the company does.
“The primary attributes of the FedEx brand are precision, service, speed, reliability,” explains Leader. “They’re the kind of attributes that you just don’t develop overnight – no pun intended, given their original tagline.”
It took around nine months just to research ideas for the new logo. Five designs were eventually submitted, all of which intended to maximise the impact of the brand’s identity while making copious use of white space. The arrow wasn’t a happy accident, either. Leader was smart enough to know that he could make the white space work for the brand.
We understand why he placed so much focus on that white space. Businesses are often opposed to the idea of paying for, essentially, ‘nothing’ in a logo. Why, after all, would you invest money in advertising when you’re making more use of white space than you are the elements of the logo itself?
But the fact remains that white space draws people into the logo it surrounds. And when you combine that white space with negative space to create something entirely unique and pleasantly surprising, you’ll end up with a logo that gets more headlines than most.
Tips for using negative space effectively
Okay so now you’re armed with all this knowledge, how the heck do you apply it to design? Well, we’ve got a few tips to help you on your way…
Simplicity is key: Keep it simple, sounds easy right? It can be easy to over complicate your design so try to allow negative space to highlight the essential elements of your design and avoid too much clutter.
Purposeful placement: This one is a little trickier and may take some practice but try to intentionally consider the negative space in your layout and use it strategically.
Experiment: Design should be fun! Let your imagination run wild and play around with negative space. Don’t be afraid to try different arrangements and observe how they impact the overall look and feel of your design.
Understand the context: Different design projects will require different approaches to negative space, so take some time to consider the context, medium, and audience when using negative space effectively.
We hope these tips help but if you need some extra expertise then we’re your people! Come say hi and find out how we can help your business to shine.
