How to use negative space in logos
The power of empty space
Negative space — the area around and between elements — is a powerful design tool. Used well, it creates memorable, clever logos.
Famous examples
Think of the FedEx arrow, the Toblerone bear, the Northwest compass. Negative space creates discovery moments that make logos memorable.
When negative space works
Negative space is effective when:
- The hidden element adds meaning
- Discovery feels rewarding, not forced
- The logo works without seeing it too
- It's too subtle to see
- It's too obvious to be clever
- It compromises basic legibility
- It doesn't add strategic value
When it doesn't work
Negative space fails when:
Technical considerations
Negative space effects often struggle at small sizes. Test your logo across applications before committing.
Consider responsive logo variations that simplify when needed.
Symbol vs wordmark
Negative space works in both wordmarks and symbols, but execution differs. Letter-based negative space (like the arrow in "Ex") requires specific typography.
The simplicity principle
Simple logos work harder. Don't force negative space where it doesn't naturally fit. Clever shouldn't compromise clear.Briefing for negative space
If you want a negative space logo, tell your designer. Read our guide on what to tell your logo designer.