The use of negative space is something that I don’t always think of incorporating into my designs, but when I see designs with a successful use of negative space it always grabs my attention. It can help make logos plain, simple and to the point. Negative space provides appealing effects that can end up showing hidden images.
With the BigTen logo, the subtle11 squeezed in there is really clever. Since there was another team added to the BigTen conference, this design was a good way of keeping with the name but also showing the change.
This second logo, Ed’s Electric, I thought was really well done. The use of negative space with the “E” making the shape of the plug and socket fits perfectly with the company and the image they want to get across. When I first looked at it, I saw the plug and socket and then later saw the “E”.
Once noticed, the hidden element produced by the negative space of a logo becomes the obvious part, making the logo appealing and more memorable.