However, once you see the arrow, you cannot un-see it and definitely won’t forget it. If you never see that negative space arrow, it doesn’t reduce the impact of the logo’s communication. This is no accident, but actually the well thought-out design of Landor Associates, one of the world’s top branding firms. It’s why there’s a forward pointing arrow nestled in the negative space between the ‘E’ and the ‘x’. The symbol of an arrow can represent what they do in simplest form. FedEx is company that moves packages from one place to another. But the balance of letter weight, the tight letter spacing that actually makes letters overlap slightly and the way they are drawn in height and shape yields even more when looked at beyond face value. At face value, it’s just five letters spelling out the company’s name. World Class Logo DesignĪ familiar example of negative space in logo design is the FedEx logo. This can give the logo another layer of discoverability to the viewer. Some even take the negative space to another level and use it as if it were a shape. Many of the world’s best logos rely on carefully balanced negative space. These subtleties are what help separate a good logo from one that is not all that. The amount of space between the shapes, what it looks like, how it balances with the shapes and the overall design takes a refined eye for design and is often overlooked by many. Negative space effectively creates a silhouette of the graphic shapes. This white space is the negative space and it gives the eye a rest and balances out the darker shapes, increasing the appeal of a design. In a one-color black logo, the graphic is typically depicted in black and the space around it would be left blank, leaving it white. It actually carries as much weight as the logo shapes without actually having any weight. I also removed the white hands of the right vampire as it didn’t exactly fit the assignment (although I thought it was cool).In logo design, negative space is the space that exists between shapes. I just ran out of time! Eventually I would work more tree branches in between the shapes of the figures and use photoshop to warp certain parts of the image so it would appear more upright and less right-ward slanting. I wanted to add other figures to the black part of the image, for instance, by possibly making bats out of the branch shapes in the upper part of the drawing. Something about the jagged, twisting nature of branches forming human figures is a creepy thought to begin with, so I figured it would be fun to make the human-looking shapes more ghoul-inspired! Thus we have the developing stages of my nosferatus!Īt this point I was pretty confident at how the image would take shape. I decided to develop the tree branch idea further, partly because it felt the least rigid of the three designs, and also because there was an eeriness to it that I really liked and wanted to expand upon. I came up with three potential concepts, a koi-inspired design with snakes making up the negative space, a set of stairs with birds making up the negative space and an illustration of tree branches with human figures making up the space in between them. I played with multiple ideas over the course of the first week of this process, contemplating patterns or images that would fit the criteria of the assignment. An example of a figure ground reversal would be this classic image of a vase whose negative space forms two faces on either side of it. In simpler english, it is basically the way in which the negative space of an illustration/graphic/photo forms the image of the positive space and vice versa, with the assignment being to create a design that implements this concept in a cohesive and original way. Overall, I think it turned out strongly and I am happy with the result, but never before had I thought about how the negative and positive space can complement each other in such an explicit way.įigure ground perception is a type of perceptual grouping that helps us recognize various objects in space through our vision. However, I found myself especially challenged by our recent figure/ground reversal assignment. I suppose, ultimately, that is the point of the class though – to force us to think conceptually and explore ways to come up with a final solution. I recently wrapped up an assignment in Conceptual Design Thinking class that had me puzzled for days before ever getting anything down on paper. So naturally, as artists, we want every aspect of our design to work towards the end result of the piece we are creating… even in the parts of the design we don’t tend to think about. I fully believe that communicating a strong idea in an effective way beats out any technical skill an artist can apply to a piece. The more I work on designing, the more important ideas become. Learning to make the most out of every shape in a design.
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