Negative Space Is A Positive Thing

In designing a company logo, negative space can be a very positive asset for your company's brand identity and draw people to connect with your products or services. Negative space refers to any visual space that surrounds or appears within a subject, and it’s a great way to highlight a relationship between different elements of your company's brand. Clever usage of negative space can provide consumers with a positive response and an affinity for your brand when they discover that visual "Easter egg."

Below are a few examples of how Kinetic Branding has used negative space when designing company logos. (Click on a logo below to enlarge)

Upcycle Initiative is a renewable energy company that helps recover  natural resources to develop safe energy that protects our planet.

Between the letters "U" and "P" is an arrow that points upward indicating a higher, more progressive and positive approach to renewable energy and recycling.

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Waterdude Solutions provides their water industry clients the ability to effectively control, manage and protect their water environment.

In between three water drops is the negative space silhouette of "the waterdude," a person raising their arms in the air and caring for the quality of the water they treat.

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Central Oregon Ranch Supply provides ranchers with anything and everything they need to run their private or commercial ranch.

The negative space used here is the silhouette of a rancher herding cattle with a mountain range in the background.

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Norman Building & Design is a high-end custom home designer and builder that builds unique and elegant homes.

In between the two triangles and sole rectangle is the shape of the letter "N" which of course stands for "Norman."