Negative space is an incredibly appealing composition tool we sometimes forget about in design. Within the smaller field of logo design, negative space becomes a powerful tool to use for drawing the eye to a design, whether the design is a promotional booklet or a website.
But not every use of negative space is appropriate. The idea is to draw the eye and allow the viewer to recognize the negative space as the primary shape of interest. This gives the viewer an "aha" moment where the shape is recognized and a more lasting impression is created.
As you look through these designs, which logos use negative space effectively and which ones leave the primary image obscured and difficult to identify? Of course some of these impressions will be highly subjective, but the point is to find designs that use negative space effectively overall. Enjoy!
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