Logo Design Using Negative Space

Logo Design Using Negative Space

A good logo design should look good, be memorable and communicate the idea of the business. By using negative space technique in logo design it is possible to kill two birds with one stone!

Hidden message within your logo will not only “grab” viewer’s attention, but at the same time it’ll tell a lot about the company!

So what is negative space in logo design?

Negative space in logo design is, quite simply, the space that surrounds an object in an image. Just as important as that object itself, negative space in a logo helps to define the boundaries of positive space and brings balance to a composition.

The following logo designs, that we have found from logo designers around the world use negative space to their full advantage. The logos are not only beautiful they capture a customer’s attention immediately and make you think twice. In many cases, less is, in fact, more!





Logo Design Using Negative Space

Six Clever Logo Designs We Like

When it comes to logo design were continually keeping an eye out for some of the most inspirational and clever logo designs from around the globe.

Casting our net far and wide, looking for inspiration at other people’s logo designs, these six in particular we feel are exceptional and are a clever visual representation through their design that really stand out.

Logo-DesignThe logo design for Eight is made 8’s!


Logo -DesignThe logo design for Yoga Australia uses the hand and leg that enclose to form a map of Australia!


Magic Coffee logo ~ Logo-DesignIs it a magicians hat or a coffee cup?

Logo DesignIn the logo design for Black Cat,the ‘C’s form the eyes of a cat!


Clever-Logo-DesignHorror Films ~ Is it a movie reel or real scary face?


Clever-Logo-DesignsLion Bird ~ Is it a lion or a bird?


Now that you’ve seen them, what do you think of them? Why not comment below?

Logo Design Using Negative Space

Logo Redesign – Why & when should you do?

Your business logo or company logo plays a big part in branding and marketing your business – but if you already have one, why would it need to be redesigned?

A logo is the element that visually defines your business, distinguishes you from your competitors and that your customers recognise and remember your business by. If your logo isn’t right for your business, it could be sending the wrong message, not connecting with your target market, or simply making your business look unprofessional.

From time to time you’ll need to review your logo to ensure it is the best logo design for your business, and if not, redesign it. So when would a logo need to be redesigned?

Your business has evolved

Whether the evolution in your business has been in the audience you target, your product/service offering, your position in the market place or one of the many other changes that can happen in a business, your existing logo and branding more than likely don’t reflect the evolved business properly.

A change in your target market’s preferences

While your core business offering may not change, the way your business is branded may need to change to reflect the preferences of your target market.

Your logo looks dated

Design trends and the sort of graphics consumers respond to change over time, and while they can change quite gradually, if you’ve had your logo for a number of years it’s very possible that it could look dated. If you and more importantly your customers are beginning to think so then this is the time to definitely consider a new or updated logo design.

Your logo was not designed well to begin with

When a business is starting out, the logo you begin with may not be the best for a number of reasons. It could be that there wasn’t much of a budget to have a logo professionally designed, or the businesses message and identity weren’t well defined so the original logo design didn’t have a chance to reflect the business well.

If any of these scenarios rings true to your business, it’s a good sign that your logo is in line for a redesign.

Below is an example of just one logo redesign we have completed for a client in Melbourne.



Logo Design Using Negative Space

You Paid What! Logo Redesign Costs

Logo design and logo redesign is something we specialise in and fortunately we offer an affordable logo design service.

A good logo design is crucial for a company’s branding strategy.

But how much do you pay for a logo design or logo redesign?

You’ll be amazed at what some companies have spent in recent years for some of their logo redesigns: here are five big brands from Australia and overseas that have redesigned their logos and for how much. But of course remember the prices would have included in some cases the roll-out of other corporate and marketing materials including signage, business stationery, packaging and the like!


ANZ Logo Redesign

The ANZ – Australia and New Zealand Banking Group‘s logo was redesigned in 2009.

Logo Redesign reportedly cost: $15,000,000



BP Logo Redesign

The BP – British Petroleum’s logo was redesigned in 2008.

Logo Redesign reportedly cost: $211,000,000


BBC Logo Redesign

BBC Logo Redesign

The BBC – British Broadcasting Commission’s logo was redesigned in 1997.

Logo Redesign reportedly cost: $1,800,000


Centrelink Logo Redesign

The Centrelink’s logo was redesigned in 2012.

Logo Redesign reportedly cost: $4,600,000



Microsoft Logo Redesign

The Microsoft’s logo was redesigned in 2012.

Logo Redesign reportedly cost: $0



Logo Design Using Negative Space

Logos – the value and importance to your business

We’ve often been asked when consulting with clients starting up a new business venture, “Do we really need a professionally designed logo and why?”

While a logo can seem like a small aspect of your business in the whole scheme of things, a well professionally designed logo can have a huge impact on your business branding and marketing.

Here are 5 key reasons why logos are important for a successful business.

1. A logo easily communicates your business’ identity

A logo represents your business visually, which can allow your customers to understand your business and the message you want to send before they even read a word about it. Whether you want your customers to perceive your business as conservative and serious, bold and modern or something completely different, your logo is one of the keys to creating this perception.

2. Images speak louder than words

Humans naturally process images quicker than we do words, and we remember images better than words too. Without a logo, you’re missing the opportunity to speak to your target audience in the medium that humans process and remember the best.

3. A logo distinguishes your business from your competitors

In the increasingly competitive business environment, distinguishing your business from your competitors is vital to standing out in the market. A unique, well-designed logo that reflects your business can help you do just that.

4. Have your brand recognised and remembered

Humans remember things easier when they are tied to a visual. When you have a logo to visually represent your business, you make it easier for your customers to remember your business and recognise it in the future. Think about some of the world’s biggest brands – many of them can be recognised solely by their logo without even having their name written in it.

5. Project professionalism and instil trust

It doesn’t matter what stage of business you are at or the size of your business, with proper branding which includes a professionally designed logo, you can project a professional image which in turns helps to instil trust in potential customers.

Logo Design Using Negative Space

Our Logo Design Process

We are often asked, “How do you go about creating a logo?

Given that a logo is the most important element of business branding, a lot of work goes into creating a standout design that distinguishes your business.

It’s not just about graphic design though; we believe both a strategic and creative process is what creates a logo that not only looks great, but works for your business.

We have an in depth process that we follow to achieve this. A simplified version of our process is as follows:

Logo Design Stage 1:
We create a logo design brief

To create the logo design brief, we start by speaking with you to gain an understanding of your business and your business goals. You will also complete a questionnaire (or we can complete it for you as we ask the questions) where you can tell us more information about your preferences for the logo design, such as things you like and dislike about existing logos and colours you prefer to be used in your design. In the questionnaire we also gather some finer details about your business including your position in the market place and the demographics of your target audience.

Logo Design Stage 2:
We then review your needs and research your industry

As well as taking the time to get a proper understanding of your business, we also research your industry and competitor’s logos. This gives us a good feel for the sort of logo design we can create to position your business the way you want in the market. While doing this research, we begin to consider many things including colours, fonts and initial ideas for your logo design.

Logo Design Stage 3:
We create the concepts for your logo

Drawing on the design brief and our research, we use our creativity and work on many ideas to design up to 3 initial concepts for your logo. Some ideas will be deemed good and some may be deemed bad, however we believe there is no such thing as a bad idea as often the feedback a client provides us can help us to understand the things they do like when we refine the designs.

Here is an example of 3 preliminary concepts we’ve created for a client:



Logo Design Stage 4:
You give us feedback on the concepts and we refine the design

Once you’ve reviewed the initial concepts, we ask for your feedback on everything including graphics, colours, fonts, text positioning and more. We work with you to continue to refine your logo, and provide varying options until you are 100% satisfied with the design.


In the above example the client wanted to see some variations in fonts and colours

Logo Design Stage 5:
Your logo design is finalised and supplied to you

Logo-Design-Melbourne-FinalWhen you are completely happy with your business logo, we create a logo package for you and supply the completed design to you in different electronic formats so it is ready for printing, web use and other applications such as embroidery. These formats include:

  • CMYK digital format for printing use
  • RGB colour mode digital format for web use
  • PDF format for other applications

We also provide you with a full style, reference and usage guide booklet so that your logo can be used to its full potential and integrated to maintain consistency with your business branding.

Why not take a look at some of our logo designs or better still give us a call to discuss your logo design requirements.