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Top 10 Negative Space Logos that Redefine Creativity

Top 10 Negative Space Logos that Redefine Creativity

Companies continually seek new ways to differentiate themselves and forge meaningful bonds with customers in the bursting business landscape we currently find ourselves in. A brand's logo is often the first thing a potential buyer sees, making it a vital tool for making that crucial initial connection.

With so many competing messages flooding the market, a unique and compelling logo design is essential in 2023 for setting a business apart and ensuring its identity leaves a lasting impact on its target audience. While countless techniques for crafting an iconic logo design exist, using negative space has continually pushed creative boundaries.

Negative or white space refers to the background surrounding the main design elements. Skilled designers can cleverly utilise this often overlooked area to add hidden shapes, letters or imagery that adds depth and intrigue to the logo. When executed effectively, negative space logos instantly capture attention and spark curiosity to uncover what's within the elegant, minimalist designs.

This blog post will highlight ten genius and thought-provoking examples of negative space logos across various industries. By outlining the psychology and artistic principles behind these unconventional designs, we'll demonstrate why negative space is such a powerful branding technique for leaving a lasting impact. Each logo provides a masterclass using clever spacing, dual imagery and optical illusions to create visual interest and memorability.

From world-renowned companies like FedEx and Amazon to small businesses making their mark, these ten negative space logo designs show how embracing white space can pay dividends for building distinctive brand recognition in a crowded marketplace. By thinking outside the box, these logos remind us that sometimes it's what you don't see that makes the biggest impression.

The Power of Negative Space in Logo Design

Best Negative Space Logos

Negative space logos are some of the most clever and intriguing design techniques in the branding world. But before we showcase examples of brilliant negative space logos, let's first understand what makes this style so impactful.

Negative space refers to the area around and between the main design elements. Skilled logo designers can strategically manipulate this space to create hidden images, dual visuals, and subtle surprises within a logo. Using negative space allows symbols to convey multilayered meanings and enables brands to communicate complex ideas in a visually striking way.

When done well, negative space logos add depth, symbolism, and mystique to a brand's visual identity. The interplay between the positive and negative space keeps viewers curious and engaged as they discover the hidden images and meanings. This technique brings visual intrigue and memorability to logos in a way that straightforward, literal symbols cannot.

Brands incorporating negative space are often considered clever, imaginative, and bold. The technique signals they are unafraid to go beyond surface-level design to craft strategic, thought-provoking concepts. It allows brands to stand out from competitors with more predictable or safe logo designs.

Overall, the strategic use of negative space is one of the most admired techniques in logo design because it adds dimensionality, symbolism, and discovery to a brand's visual identity. As we explore some stellar examples of negative space logos, note how they expertly utilise the space around and between design elements to create impactful concepts. The creativity and problem-solving skills in executing these logos make negative space a revered design choice.


  • According to a survey, 75% of consumers feel more attached to brands with simple logos.
  • An MRI study revealed that negative space logos activate more areas in the brain, leading to better brand recognition.

What Makes a Negative Space Logo Exceptional?

With many negative space logos, how did we choose the top 10 for this list? A remarkable negative space logo must meet specific criteria to make it into this elite list. The criteria include:

  1. Cleverness: The logo must utilise negative space brilliantly and unexpectedly, delivering a second visual message.
  2. Simplicity: An exceptional negative space logo should maintain clarity while conveying a complex idea, making it memorable and timeless.
  3. Brand Alignment: The logo must align with the brand's identity and values, creating a solid connection with the target audience.
  4. Aesthetic Appeal: The overall design should be visually appealing, drawing the audience in for a closer look.

The Top 10 Negative Space Logos

1 – The FedEx Logo

Fedex Logo Design

The iconic FedEx logo, designed by Lindon Leader in 1994, is one of the most outstanding examples of negative space in logo design. At first glance, the FedEx wordmark appears to be a straightforward typographic logo – the company name rendered in a bold, custom font in the signature FedEx purple and orange.

However, the clever use of negative space between the “E” and “x” reveals an arrow pointed to the right, representing forward movement. This hidden arrow symbolises the speed and precision of the FedEx delivery service. It's a brilliant visual representation of the company's commitment to moving packages efficiently to their destinations.

The genius of the FedEx logo lies in its simplicity. Without the arrow, it's an ordinary typographic wordmark. With the arrow, it becomes a memorable, impactful design that perfectly encapsulates the essence of the FedEx brand. The logo works with or without the arrow being prominent. When you notice the arrow, you have an “aha” moment, appreciating the ingenuity of the negative space.

Leader's masterful use of negative space to incorporate a symbolic element in the FedEx logo has made it a legendary case study for designers. It demonstrates how thinking creatively about the space between letterforms can transform a straightforward logo into an iconic design. More than 25 years after its creation, the FedEx logo remains a timeless classic and a testament to the power of minimalism, clever conceptual thinking, and subtlety in excellent logo design. The hidden arrow makes the logo endlessly intriguing, even after you notice it.

2 – The Amazon Logo

Amazon Logo Design

Amazon's famous logo is an ingenious use of negative space that encapsulates the essence of the company's brand. Designed in 2000 by the firm Turner Duckworth, the logo features the name “Amazon” in bold black letters, with a curved arrow connecting the letters A and Z.

This arrow accomplishes several clever objectives through its simplicity. Firstly, by resembling a smile, it creates an optimistic and cheerful impression, subtly conveying Amazon's focus on customer satisfaction. The arrow also signifies Amazon's vast selection, implying they sell everything imaginable from A to Z.

Additionally, the arrow is formed by negative space between the letters, making it an extremely memorable and recognisable image. The minimalist use of the name and a sliver of space draws attention to the arrow shape. It demonstrates how thoughtful use of negative space can result in an impactful and iconic logo.

Since its debut over 20 years ago, Amazon's logo has become one of the most identifiable brand symbols worldwide. The ingenuity behind using negative space to highlight Amazon's customer experience, immense selection, and identity is a large part of why the logo has stood the test of time. It continues to encapsulate the spirit of Amazon, from its customer obsession to its beginnings as an online bookseller carrying titles from A to Z.

Amazon's logo's simplicity yet depth of meaning is a case study for how skilfully incorporating negative space can lead to an enduring brand image. Just a name and an arrow have made Amazon recognisable across the globe.

3 – The WWF Logo

Charity Branding Wwf Logo Design

The emblem of the World Wildlife Fund has become an instantly recognisable icon representing wildlife conservation. When first designed in 1961 by renowned artist Sir Peter Scott, the logo depicted a giant panda rendered in simple black and white lines. However, the genius of the design lies in the negative space created within the panda's shape, which reveals the outline of a giant panda hugging the planet Earth.

This clever use of negative space instantly communicates the WWF's mission to protect endangered habitats and species worldwide. Over the decades, this impactful logo has grown significantly, becoming a globally understood symbol of environmental advocacy. As one of the most influential conservation organisations, the WWF will forever be identified by its iconic panda logo, which continues to inspire urgent action to defend our natural world.

The giant panda was selected as the key image for the logo due to its status as one of the most universally recognised and beloved endangered species. As a result of extensive deforestation of its natural bamboo forest habitat, the distinctive black-and-white panda had become a poignant symbol of wildlife facing extinction by the 1960s. Sir Peter Scott understood the immense power of the panda as an iconic representation of the need for habitat conservation and species protection. His simple yet impactful logo design ensured the panda would forever intertwine with the WWF's mission.

In the six decades since the logo's creation, it has only continued to grow in recognition and meaning. It is now instantly familiar to millions worldwide as a representation of environmental activism and a call to protect biodiversity. The panda has become the trusted face of WWF, giving the organisation and its conservation efforts an approachable and family-friendly identity. The logo serves as a timeless reminder of the fragile beauty of our living planet. Simple yet profound, this clever use of negative space created an iconic and enduring symbol for wildlife conservation unparalleled in its instant visibility and resonance.

4 – The NBC Logo

Nbc Logo Design

The iconic NBC peacock logo is one of television's most recognisable and enduring logos. First unveiled in 1956, this groundbreaking logo was designed by innovative graphic artist John J. Graham.

At the time, NBC wanted a vibrant and colourful logo that would showcase the excitement and creativity of its programming. Graham delivered with his clever peacock design that incorporated the novel element of negative space. The peacock's feathery plumage fans out in a brilliant cascade of hues, including glossy greens, blues, purples, yellows, oranges, and reds. The tail feathers frame the peacock's body, formed from empty white space in the shape of a peacock head in profile.

This ingenious use of negative space lent visual interest and artistic flair to the logo. The stark white peacock head pops out from the riot of colours, almost floating in mid-air. This dynamic logo design symbolised NBC's focus on broadcasting innovation and creativity during the advent of colour television in the 1950s.

The minimalist peacock head shape also allowed designers to visually tie the logo to promotional content. Artists could fill the white space with photos, text, or other graphics, customising the logo for different campaigns.

Over the decades, NBC has periodically updated the hues and details of the iconic peacock. But the brilliant use of negative space remains at the heart of the logo. More than 60 years after its creation, the NBC peacock still evokes a sense of visual magic, novelty, and inventive spirit. The legacy logo continues to represent NBC's rich history as a leading pioneer in the American television industry.

5 – The Baskin-Robbins Logo

Baskin Robbins Logo Design

With over 7,300 stores worldwide, Baskin-Robbins is one of the most recognisable brands in the ice cream industry. Founded in 1945 by brothers-in-law Burt Baskin and Irv Robbins, the company rose to fame for offering unprecedented ice cream flavours – 31. This variety became central to Baskin-Robbins' brand identity and marketing strategy.

In 2005, the ice cream giant looked to showcase its 31 flavours in a new logo designed by the renowned advertising agency Ogilvy & Mather. The team devised an ingenious design incorporating the number 31 into the BR initials. The logo features the letters B and R fused in a playful pink font. The counter form or negative space between B and R cleverly forms the number 31, communicating the brand's essence.

This creative use of negative space allows the logo to visually represent the essence of Baskin-Robbins in a simple, minimalist manner. The 31 flavours become abstracted into a memorable graphic mark. The visual impact aims to create an instant association between Baskin-Robbins and abundant ice cream choices.

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The new logo was part of a broader brand redesign that included refreshing the brand's colour palette and store design. The goal was to make Baskin-Robbins feel fun, lively and contemporary while retaining its ice cream pioneer heritage.

The 31 logo has given Baskin-Robbins an iconic brand image that creatively expresses the brand promise. While flavours frequently change with the seasons, the logo remains memorable and impactful, representing the breadth of options customers can enjoy. Even 15 years after its launch, the symbol continues to underscore Baskin-Robbins' identity as the place where ice cream lovers can “sample the world” 31 scoops at a time.

6 – The Carrefour Logo

Carrefour Logo Design

The iconic Carrefour logo is a brilliant demonstration of how negative space in a design can convey a more profound meaning about a brand. When Carrefour was founded in 1959 in Annecy, France, the company wanted a logo representing its mission of providing customers access to various products and services under one roof.

Carrefour's design team created the logo's distinctive interlocked arrows forming a “C” shape in-house. The elegant use of negative space between the arrows creates a bold yet minimalist look, capturing the essence of the Carrefour brand. The arrows facing opposite directions signify Carrefour's vast selection, guiding shoppers down the endless aisles of products from food to fashion within their stores.

Over six decades later, the Carrefour logo has become globally recognised, still representing the brand's commitment to variety and convenience. The clever use of negative space allows the iconic “C” to stand out while retaining a clean, uncluttered aesthetic. This combination of simplicity and more profound meaning makes the Carrefour logo an enduring example of impactful design.

As Carrefour expands into new markets and store formats, the logo remains a consistent visual reminder of the company's origins and core values. In 2022, Carrefour operated over 13,000 stores across more than 30 countries worldwide. Through countless shifts in the retail landscape, the Carrefour logo has stayed recognisable and relevant for generations of shoppers by perfectly encapsulating the brand story in a single graphic.

7 – The Tour de France Logo

Tour De France Logo Design

The iconic Tour de France logo, unveiled in 2002, showcases the power of negative space in logo design. Featuring a minimalist cyclist silhouette comprised of just a few clean lines and shapes, this mark is a brilliant example of how designers can leverage negative space to capture the essence of a brand.

At first glance, the yellow circle represents the sun shining down on the cyclist. But upon closer inspection, one realises that the circle is the bicycle wheel, while the cyclist's body is formed entirely through the intelligent use of negative space. The designer skillfully carved out the cyclist's shape from the yellow background, using the invisible space around the outlines of the athlete's body to convey motion and speed.

This dynamic logo visualises the energy and momentum of a cyclist amid an intense race. The thoughtful use of negative space allows the viewer to mentally fill in the details of the cyclist's pumping legs, arched back, and arms gripping the handlebars. We can envision the athlete powering forward, slicing through the wind.

The minimalist aesthetic of the logo aligns elegantly with the simplicity and endurance associated with cycling. Without any intricate details or gradients, the logo captures the sport in its most essential form. The strategic use of negative space distils cycling down to its core elements – just a cyclist and a bike embodied through gracefully curving lines.

As one of the most prestigious cycling races in the world, the Tour de France represents immense effort, athleticism, and determination. This revered logo reflects these values in a visually striking and instantly recognisable way. Its bold, iconic shapes and adept use of negative space succinctly encapsulate the spirit of the Tour de France brand. Through its masterful minimalism, the logo imprints the excitement and motion of the race on the minds of cycling fans worldwide.

8 – The Toblerone Logo

Negative Space Logos Toblerone Bear

The ingenious Toblerone logo is a masterful demonstration of utilising negative space in design. The iconic mountain logo evokes the majestic Swiss Alps, the storied origin of this delicious triangular chocolate. But cleverly concealed within the mountain's outline is the silhouette of a bear, a creative reference to the city of Bern, Switzerland – also known affectionately as the “City of Bears.”

This clever use of negative space to hide the bear shape is a delightful surprise for consumers. It adds a layer of discovery and storytelling to the Toblerone brand identity. The bear shape is not immediately apparent at first glance – you must look closely to discern it. This makes for a fun “aha!” moment when you spot the hidden ursine form.

The incorporation of the bear shape, while subtle, helps establish a more profound emotional resonance between the consumer and the Toblerone brand. It forges a connection to Bern, rounding out the brand's identity as distinctly Swiss. Negative space allows the brand to subtly and non-intrusively layer in this extra narrative element.

Overall, the ingenious dual imagery of the Toblerone logo, encompassing both mountain and bear, is a brilliant example of using negative space to add depth, personality and visual interest. This creative logo design has helped cement Toblerone as one of the world's most iconic and recognisable chocolate brands. The beloved bear hidden within the mountain silhouette has become an enduring element of their brand identity.

9 – The Pittsburgh Zoo Logo

Pittsburgh Zoo Logo Design

The Pittsburgh Zoo & PPG Aquarium logo is a classic example of clever logo design that utilises negative space. Designed in 1967 by graphic designer Stu Taylor, the logo depicts the silhouette of a leafy tree. However, upon closer inspection, the negative space between the tree's branches reveals the hidden images of a lion and gorilla facing one another.

This creative use of negative space allows the logo to represent the zoo and its animal inhabitants in a visually striking way. The tree alone evokes nature and wildlife, while the lion and gorilla hidden within add another layer of meaning. The logo succinctly captures the essence of the zoo – a place where humans can connect with animals and the natural world.

The Yin-Yang-like composition of the lion and gorilla adds intrigue and visual interest to the logo. The two animals facing each other represent the yin and yang balance between the animal kingdom and nature. The gorilla and lion symbolise two of the zoo's most iconic animal residents. Their partially obscured forms pique curiosity and create a sense of discovery and exploration for those viewing the logo.

Using negative space ingeniously, Taylor's logo design can communicate complex ideas in a simple icon. The logo effortlessly conveys the zoo's conservation, education and community mission. It also demonstrates the influential art of negative space and its ability to imbue straightforward images with hidden depth and dimension. More than 50 years after its creation, the Pittsburgh Zoo logo remains an excellent exemplar of clever negative space usage in logo design. Its brilliance continues showcasing the limitless potential in the negative space between and around objects.

10 – The USA Network Logo

Usa Network Logo Design

The USA Network logo elegantly utilises negative space to convey meaning and connection with its audience. Designed in 2005 by graphic designer Stuart W. Cooper, this modern emblem features the letters “USA” in bold blue and white. But what makes this logo so clever is the creative use of negative space – the empty area within and around the letters.

Within the counter of the letter “A”, Cooper formed the silhouette of a person facing forward. This small but significant detail symbolises the viewer, representing how USA Network aims to tailor and direct its content specifically for its audience. It implies a deeper relationship and emotional resonance between the network and those who watch its programming.

By incorporating viewers into the company's logo, USA Network establishes brand recognition of its name and its fundamental commitment to connecting with and entertaining its core audience. The thoughtful use of negative space to include the viewer within the typography creates an instantly memorable design. It adds a layer of visual meaning and reinforces the network's focus on creating compelling content that directly speaks to and engages its viewers.

This ingenious logo is an excellent example of how skilled designers can utilise the space within and around letters to convey brand qualities and values. The USA Network logo is a modern, sophisticated use of negative space in logo design, where what is not there enhances and expands on what is. This strategic and symbolic design reflects the network's dedication to its audience in a creative way that builds an intangible but resonant emotional connection.

The Impact of Negative Space Logos

Negative space logos are visually appealing and highly effective in conveying powerful messages. These logos often create a lasting impression on the audience and facilitate better brand recall. Let's take a closer look at some key reasons why negative space logos are so impactful:

1 – Memorable and Thought-Provoking

Negative space logos capture the viewers' attention by presenting a dual visual that requires a moment of contemplation to unravel. This element of surprise and cleverness makes them more memorable than straightforward logos. The intrigue generated by these logos encourages people to engage more with the brand.

2 – Storytelling through Design

Negative space logos excel at telling stories through their artistry. They can incorporate multiple elements and ideas within a single design, creating a deeper connection between the brand and its audience. These logos often carry subtle messages and symbolism, adding meaning to the brand's identity.

3 – Versatile and Adaptable

Negative space logos are versatile and can be adapted to various platforms and marketing materials. Whether displayed on billboards, websites, or merchandise, these logos maintain their impact and readability across different sizes and mediums.

4 – Efficient and Timeless

Negative space logos can communicate complex ideas efficiently. By distilling the brand's essence into a clever visual, these logos stand the test of time and remain relevant even as design trends evolve.

The Psychology Behind Negative Space Logos

To truly appreciate the brilliance of negative space logos, we must understand the psychology behind them. Our brains are naturally drawn to patterns and visual cues, making us curious to explore images with hidden elements. Negative space logos tap into this innate curiosity, providing a sense of discovery and satisfaction when the hidden message is revealed. Additionally, these logos stimulate the brain's creative and problem-solving centres, making them more likely to be remembered.

The Process of Designing Negative Space Logos

Design Process Sketchbook Logos

Creating an effective negative space logo requires a thoughtful and strategic approach. Designers must balance creativity with brand relevance to deliver a compelling message. Here are the critical steps involved in designing a negative space logo:

1 – Understanding the Brand

Designers begin by profoundly understanding the brand, its values, and its target audience. This foundational knowledge guides the design process, ensuring the logo aligns with the brand's identity.

2 – Conceptualisation

The conceptualisation stage involves brainstorming and sketching ideas to find the perfect balance between negative and positive space. Designers explore various possibilities and experiment with elements to craft a meaningful and visually engaging logo.

3 – Refinement

After selecting the most promising ideas, designers refine the concepts to enhance their visual appeal and symbolism. This stage may involve multiple iterations and feedback from stakeholders to fine-tune the logo.

4 – Testing and Feedback

Before finalising the logo, designers test its effectiveness with focus groups or target audiences. Feedback from potential consumers provides valuable insights to make any necessary adjustments.

5 – Finalisation

Once the design is perfected, the logo is ready for implementation. Designers ensure the negative space elements are clear and well-defined, ensuring the logo maintains its impact across various applications.

Famous Brands That Missed the Mark with Negative Space Logos

While negative space logos have the potential to be highly effective, not all attempts are successful. Some famous brands have faced criticism or unintended associations due to their use of negative space. Here are a few examples:

1 – London Olympics 2012 Logo

The London Olympics 2012 logo received mixed reactions due to its abstract design that attempted to depict the number “2012.” However, many people saw it as chaotic and challenging to decipher, leading to confusion and negative feedback.

Expensive Logo Design Olympics 2012 Longon

2 – Milwaukee Brewers Logo (1994-1999)

The Milwaukee Brewers' logo from 1994 to 1999 attempted to incorporate a baseball glove within the letters “M” and “B.” However, the negative space design did not resonate with fans, and the logo was eventually redesigned.

Bad Negative Space Logo Example


Negative space logos are a remarkable fusion of art, psychology, and brand communication. They captivate the audience's attention, tell compelling stories, and leave lasting impressions. The top 10 negative space logos showcased in this article demonstrate the sheer creativity and thoughtfulness that go into designing logos with hidden meanings. From the FedEx arrow to the WWF panda, these logos exemplify the power of using negative space to create iconic and memorable brand identities. Negative space logos will remain a timeless and inspiring visual artistry as the design world evolves.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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