Rather than working up a logo that featured some sort of illustrative rock or cement elements, we decided to invoke a sense of dimension with some carefully placed line work and use of negative space.
The role of negative space in logo design.
Negative space is defined by wiki as:
“In art, is the space around and between the subject(s) of an image. Negative space may be most evident when the space around a subject, and not the subject itself, forms an interesting or artistically relevant shape, and such space is occasionally used to artistic effect as the “real” subject of an image. The use of negative space is a key element of artistic composition.”
You’re probably familiar with the picture of a vase, that when looked at in a different way reveals a picture of two women talking. That’s negative space. In terms of logo design, using negative space means letting what’s not there tell the story, and in the case of this logo for a communication company, the negative space in the icon makes up the letter ‘G’ (if you look, you’ll see that the letter G isn’t really there, but made up of the surrounding area). Using negative space in a logo opens up all sorts of possibilities (though we have to make sure we don’t try to be too clever at the expense of legibility.)
Type Of Project:
Logo design for a communications and public relations firm. Icon was developed to be used with or without typographic elements.
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