Negative space, also known as whitespace, is the empty space between and around design elements. Negative space helps define the subject of the design, brings balance to the composition, and often has the most impact in a design. The negative space of an image is defined by the edges of the positive space — the positive space being the subject of the design.
The idea behind this use of “blank” space is the notion that it can be used to create something as meaningful as the object(s) it surrounds. It then, in turn, becomes the “real” subject of the image. This important and often overlooked design technique guides the reader’s eye and gives it a place to “rest.” Below are 9 logos that incorporate this technique in their design.
Big Ten Conference
The Brand Union