Negative space is the empty space around and between the subject of an image. But in the hands of a master designer, that empty space becomes a hidden message.

The FedEx Arrow

The most famous example is the FedEx logo. Between the 'E' and the 'x' is a perfect white arrow pointing forward. It subconsciously communicates speed, precision, and delivery without saying a word.

Designing the Invisible

To create a clever negative space logo, start by drawing your primary object. Then, look at the cutouts and ask: 'Can this empty space form the shape of a secondary object related to the brand?'

Conclusion

Negative space logos are the holy grail of branding. When a customer finally 'sees' the hidden message, they experience a small hit of dopamine, making your brand unforgettable.