And ANY brand or business even one tiny cafe can build that kind of equity over time regardless of their logo. Amazing collection, just inspirational. Another one I love that hasn’t been mentioned in the comments is the Cessna Aircraft Company logo: Instead of changing the name, a numerical eleven was carved out of the text: BigTen, in between the G and the T. A brilliant solution. Cleverness is distinct from intelligence. And only humans can perceive them. Negative space refers to the space around and between the subject(s) of an image or design. Great selection of logos, David, thanks for compiling such a big source of inspiration. Keep up the good work! Yes, the new mermaid is more stylised, the older versions were not so objective. I love the knoll, ed and the egg and spoon logos especially. Cause peacock is the male of the species, the female is called a peahen. I’m blind. I leave my feelings out of this and concentrate on improving instead of protecting my ego. And Ryan or the pooping peacock will have nothing to do with it. I really love these designs and your book is full of even more, are you not blogging much anymore David? But on forums like this one, criticisms by other designers should be backed up with reasons as to why (in my humble opinion). But most of them are awesome – but i don’t get the WWF logo – it’s a cute panda and with lots of imagination i could spot a ‘W’ or two, but where is the ‘F’ ? Oh, you should also check out the logo for TicketSoup.com, that’s a personal favourite. And Ryan, good job. The Human logo is my personal favourite. Any logo is only a logo, doesn’t matter whether it’s beautiful, clever, ugly or evocative. If we are catering to women then peacock is a wrong example. Hi Ray, thanks for your concern but ‘genius-ness’ was indeed what I intended on typing. I’d love to hear your comments. Thanks again. The best stories are true but not aimed at everyone. I’ll try to improve my design now with this ideas. ... From Logodesignlove.com. Everyone knows about FedEx now. Saved by Erratic Fox (@erraticfox). I’m not a designer but I do understand the place of design in telling the brand story. Great collection of logos. As the primary brand-mark it has the full weight of a rich and immersive brand experience behind it. Hands down. The Do-It-Best hardware store line has a great logo! The all logos are creative and cleverly used negative space. Once it’s pointed out, everyone will see it. Great article. It inspires me for the logo design I am working on right now. Love the Nexcite one, subtle but oh so “I-wish-I-thought-of-that” clever. Only if other types marks help to communicate an idea in addition and in total then we start to experience a rich, flexible and scalable brand identity. Showing the logo in context would help to demonstrate a brand but it would probably qualify as weak branding. I love the food writers logo. In the Toblerone logo, negative space creates a bear in the peak of the mountain. Except for maybe The Partners, the rest of the agencies you quote tend to produce design-led work. I first saw the peacock, and all I could see was a peacock pooping. Here’s a selection of logos that make good use of what’s not there. Check it out – http://grfx.cstv.com/photos/schools/big10/sports/genrel/auto_action/2141747.jpeg, I think USA Today is very clever and the best of the lot here. I certainly didn’t see the pooping bird before I read your comment. It’s tough to beat logos that show some clever use of negative space. Jan 26, 2013 - It's tough to beat some clever use of negative space. Article from logodesignlove.com. I always show my work to another pair of eyes that has no involvement to get their opinion. Henri Erhart does it for me! BTW, I never noticed the My Fonts hand before. If you can’t the heat, don’t be a graphic designer. I completely don’t get the WWF though, it baffles me. Favorites from the list: “Guild of food writers”, “FedEx”, “Egg n’ Spoon”, “Blade”, “Ehrhard Wine”, “Human”, and “Hartford Whalers”. I believe the Carrefour logo was redesigned by Miles Newlyn: http://www.newlyn.com/work/client/carrefour, what about thirty-twos logo? Mr Cooper is an an ice-cream start-up specialising in alcoholic and gourmet flavours. 2. The ED electrical plug is wunderbar! Look closely at the logo for Pittsburgh Zoo … Credit where credit’s due please, this business is competitive enough without us slating each other’s work! You evolve and learn from critique, not from praise. Like many others, I’ve looked at the FedEx logo hundreds of times and never noticed the arrow, so that wins points for subtelty (and creativity). Lesson learned. Not too shabby. Great collection! Of course that they all required a lot of pacience and work. Big thank you! Design is now in complete submission to brand consulting for those who care enough to think about why and how this is the case. Here’s a selection of logos that make good use of what’s not there. Would they care? University of Kentucky logo – UK with negative space image of the clock tower. But I’m not Ryan, he’s obviously quite happy to have put this work out there (into the Logo book) and have it digested by thousands of designers. What couldn’t have been foreseen were a number of much larger political events that conspired to see the strategy fail. Really good collection!! Negative space logos | Logo Design Love. Sometimes you just need a distinctive marque, which this is. Thanks for the post. Negative space is always difficult to incorporate in logos, but looking at this list of examples it is surprising just how many excellent and well known logos there are out there. I freaked out when I saw the hand in the my fonts logo – wow! And in that case what evolution do you see in Snooty Peacock logo ten years from now? Nice collection david. I have seen a couple before but my favourite out of this collection is Ogden Plumbing logo. Of course foodwriters guild is my hands down favourite, and a step above the rest in my humble opinion. If I had to pick a favorite, it might be Yoga Australia. Inspirational. -that may be a sign that it’s not really working (as intended). Not the kind of thing you would want on the thermal coffee cup you take to the office. Tim had been toying with the idea of setting something along these lines for some time as he had been operating a similar idea informally for a while with neighbours gardens. Negative space is a great way to convey a message, however to properly pull it off is rather difficult. Awesome logo’s, especially the Dolphin House and panda logo! Individually we are different. @Eric, I dont think that that is the original typeface. That’s a hand on the MyFonts logo? Starbucks can call it whatever they want to. PS: Nice to see Roy Smith’s logo work in there! These businesses need good design, recognizable design, appropriate design, based on a truth about their business that gives them the tools to tell their brand stories. I love this logo, it’s very imaginative and a very nice piece of work indeed. A great use of negative space. Man and His Mark, 1970. if you take good care of the positive, the negative will take care of itself. Ryan has made a logo that’s great in many respects. We are only able to judge this on the images available to us, which at the moment is just the symbol/logo. And for all the comments from every one else. Love the ED logo too. Wow! This is perhaps another semantic adjustment that may not appear significant to the uninitiated. Manuel, the negative space between the “E” and the “X” is a large arrow, indicating they move stuff from one place to another. — It reflects their mission. Would the Enron logo be considered a use of negative space? So if it’s communicating the brand story then it needs to speak to the audience above all else. Plenty of favourites in there. There are three elements all blended together in one space- bird, woman, and jewelry. Hard to find a good-sized example of it, but this gives an idea: http://f1store.formula1.com/stores/f1/artwork/english/interface/header/f1-logo.gif. I also never noticed the arrow in the FedEx logo – as many times as I’ve seen it! This mark might not be to everyone’s taste. I’ve always liked the Formula 1 logo (though that might also be influenced by my motorsport fixation). (was a “doh!” moment) Glad I wasn’t the only one who had been missing it! Got some negative space on my logo. American Institute of Architects Center, by, http://grfx.cstv.com/photos/schools/big10/sports/genrel/auto_action/2141747.jpeg, http://saedhudaib.com/images/logodesign_01.jpg, http://jongold.tumblr.com/post/121467856/looking-through-some-old-work-from-college-still, http://www.thechase.co.uk/portfolio/project.php?category=logos&project=4&pic=1, http://www.trulyace.com/blog/design-projects/olympian-mindset-identity-design-project/, http://www.trulyace.com/blog/thoughts-on-design/can-originality-simplicity-co-exist/, http://www.thecrossedcow.com/wp-content/images/octagon-logo-xl.jpg, http://www.blacksheepandprodigalsons.com/press/press_surface_jan07_1.jpg, http://zsah.blox.pl/resource/cpn_logo_design_po_polsku_zsah.jpg, http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/1/48932/581867/WaM_800.jpg, http://phat.com.au/portfolio/logo-design-melbourne/unique-ceramics/, http://wijn.blog.nl/files/2011/10/GallGall1.jpg, http://www.graphicstillandmoving.com/franklinwolfe.php, http://www.rajasandhu.com/images/logos/enlargel_logo2.jpg, http://www.changingthepresent.org/images/ig_logos/logo_site_ig_sf_v1.gif, http://www.fm-base.co.uk/forum/attachments/football-manager-2014-manager-stories/477117d1390495876-liverpool-f-c-5-year-project-canterbury.jpg, http://www.ebaqdesign.com/blog/negative-space-logos/. It isn’t an amateur piece of work and not an off-the-shelf mark bought from a crowd source site. 354. FreemanWhite, by Malcolm Grear Designers. There’s that “ah ha” moment when you finally recognize something within the logo and just think, “wow, brilliant!”. First thing I saw is what looked like a peacock pooping. I love the Guild of Food Writers logo! This logo gives too many people too many reasons to avoid Snooty Peacock. http://www.dinesh.com/history_of_logos/worlds_best_brands_and_logos/starbucks_logo_-_design_and_history.html. My decisions are influnced by my interest in typography… :). Ok, I’m not a huge fan of the type, it could have been a bit more unpredictable, the identity could be more adaptable, but who cares, it’s such a lovely idea, it feels appropriate for what it is, it’s clever, it’s describable, distinctive. I still publish posts, but not nearly as much as I used to. I am blown away by the Recycle Taiwan and FreemanWhite logos. 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