Negative space is the space between, within and surrounding an object in an image, often to form another image or symbol.
One of the most famous and best examples of designing with this technique is the Pittsburgh Zoo & PPG Aquarium logo. At first glance, you can see the obvious tree that is the main focus of the logo, but if you look at the negative space on either side of the tree trunk, you will see the face of a gorilla on one side and a lion on the other.
Also don’t forget the fish jumping up at the bottom of the tree.
Looking for a new logo or a re-design of an existing one? By all means, have a look at our portfolio or get in touch.
