All of your negative space fans out there — and you know who you are — might like this collection of 25 logos with hidden messages from the Two of my favorites are below, but the other 23 are also worth your time.


10 Responses to “The positive impact of negative space”

  1. Thanks for the visual feast. Very fun.

  2. Leon Jacobs says:


    You can’t design solutions like this if you start off on a computer.

  3. I am glad you liked my collection of “Hidden Logos” and trust me “Yoga Australia” is my personal favorite too.

    Well, if you liked this collection, i am sure you will enjoy another such post from my blog

    “35 Logos brilliantly using Negative Space: Negative is Positive”

    Chk at

    I would like to hear your words over this collection too 🙂

  4. gina rudan says:

    Because of you i have learned to understand the huge difference between good design and great design and I look at everything now very differently. These are genius!

  5. Peggy says:

    LOVE Yoga Australia! Phenomenal use of negative space!

  6. Steve-O says:

    This stuff always fascinates and frustrates me. I can recognize and appreciate great design. I would be overjoyed to execute even a mediocre design. Alas, I can’t. I completely suck at it. Kudos to those of you who can. You make the world a more interesting place.

  7. Ray Dewar says:

    Kind of a shame the Hartford Whalers are gone. Most professional franchises could use similar designs using negative space. Might help alleviate the problems they have drawing fans. (another negative space issue)

  8. Forgive this wildly self-absorbed comment, but I’m still a fan of the logo I did for the Wikimedia Foundation:

    “The colours are red, blue and green, representing the three primary colours of light…
    In terms of the shape of the logo, the white space in the main circular area forms a stylised “w” representing “wiki”. This, also allows the green area to represent a book, which is a symbol of knowledge. The blue arc surrounding the book hopefully represents “encompassing” that knowledge, which is something that the Wikimedia projects hope to do. The smaller red circle interrupts the blue arc, which can show the incomplete nature of a wiki. Completing the arc would imply that all knowledge has been encompassed, which is a practical impossibility. Serendipitously, the combination of all these elements also forms a humanoid, with the red circle being the head, the blue arc being arms and the book of knowledge being the heart/torso.”

  9. One of the pioneering ads using some “expensive” negative space that more than paid for itself…

Leave a Reply