Did you know that consumers typically form first impressions of a logo in just 10 seconds, but well-designed logos with clever elements can boost brand recognition by up to 80%? I’ve been fascinated by logo design for years, and there’s nothing that captures my attention quite like the brilliant use of negative space. It’s that magical moment when you suddenly see something hidden within a familiar logo that you never noticed before!
Negative space in logo design refers to the background or unoccupied areas around and between the primary elements of a design. When used strategically, this “empty” space can create secondary images, convey additional meaning, or tell a deeper brand story. It’s like getting two logos for the price of one!
In this article, I’m going to walk you through 10 famous examples of brands that have masterfully incorporated negative space into their logos. We’ll explore how these clever designs not only create visual interest but also reinforce brand messaging and make these logos instantly recognizable. Whether you’re a design enthusiast or a business owner thinking about your own branding, these examples offer valuable inspiration for how negative space can elevate a simple logo into something extraordinary.
Table of Contents
What is Negative Space in Logo Design?
Before diving into our examples, let’s make sure we’re on the same page about what negative space actually is. In design terminology, negative space (also called white space) is the area around and between the main object of an image. The positive space is the subject itself, while negative space is everything else.
I remember being in my first design class and having that “aha” moment when my tutor explained that negative space isn’t just empty background—it’s an active design element that can be shaped and manipulated just as carefully as the positive elements. That completely changed my perspective!
The psychological impact of negative space is pretty fascinating. Our brains naturally fill in gaps and make connections, which is part of why negative space designs are so engaging. Studies in visual perception show that when viewers “discover” a hidden element in negative space, they experience a small dopamine rush—creating a positive association with the brand.
Benefits of using negative space in logos include:
- Creating visual surprise and delight
- Adding layers of meaning to simple designs
- Improving memory retention of the logo
- Demonstrating creativity and thoughtfulness
- Making logos work effectively at different scales
The technique dates back centuries in art, but became particularly prominent in logo design during the modernist movement of the mid-20th century. Designers realized that in the increasingly cluttered visual landscape, simplicity combined with clever negative space could help brands stand out.
I’ve found that the most successful negative space logos strike a perfect balance—the design works effectively without noticing the negative space element, but once you see it, you can’t unsee it. It’s that perfect blend of subtlety and cleverness that makes these logos so memorable.
FedEx and the Hidden Arrow
The FedEx logo has to be the granddaddy of all negative space logos! I still remember the day I spotted that arrow between the ‘E’ and ‘x’ for the first time—it was like finding a hidden treasure. Created in 1994 by designer Lindon Leader, this logo has become the poster child for brilliant negative space usage.
What makes the FedEx arrow so effective is that it’s perfectly aligned with the brand’s core identity—forward motion, precision, and delivery. The arrow points right, suggesting forward movement and progress, which is exactly what a shipping company wants to convey.
The story goes that out of 200 design concepts presented, this one stood out immediately to FedEx executives once the arrow was pointed out to them. Interestingly, Leader claims that about 50% of people don’t notice the arrow right away, but once they see it, it creates a permanent positive impression of cleverness and intentionality.
Since its creation, the logo has won over 40 design awards and is consistently ranked as one of the most effective corporate logos in the world. I’ve used this example in countless presentations to clients when explaining the power of subtlety in design. The beauty lies in its simplicity—the logo would work fine without the hidden arrow, but that additional element elevates it from good to legendary.
What I find most impressive is how the arrow remains visible even when the logo appears in different colors for different FedEx divisions. That kind of consistent negative space design across variations is extremely difficult to pull off!
The WWF Panda Logo
The World Wildlife Fund panda logo is another perfect example of negative space at work, though in a more subtle way than some other examples we’ll discuss. Designed in 1961 by Sir Peter Scott, the iconic panda logo uses negative space within the black shapes to create the panda’s features.
What’s really interesting about this design is how economical it is. With just black shapes and the white negative space between them, the design creates a recognizable giant panda that has become synonymous with wildlife conservation worldwide. I’ve always admired how the logo manages to convey both vulnerability and dignity—perfect for an organization dedicated to protecting endangered species.
The logo has undergone minor refinements over the decades, but the fundamental negative space concept has remained unchanged. That’s a testament to the strength of the original design! The most recent update in 2000 simply sharpened the edges and adjusted proportions slightly, but the negative space principles remained intact.
The simplicity of the black and white design also aligns perfectly with the WWF’s environmental messaging. It’s minimalist, using only what’s necessary—no color or extra elements needed. In my experience working with non-profit branding, this kind of visual restraint often communicates authenticity and focus on the mission rather than marketing flash.
I’ve heard designers say that the WWF logo is a perfect example of how negative space can create emotional resonance. The white spaces forming the panda’s eyes and head create a sympathetic character that inspires protection—exactly what the organization aims to evoke.
NBC Peacock’s Hidden Message
The NBC peacock is a masterclass in using negative space to enhance a design concept. While less subtle than the FedEx arrow, the negative space between the peacock’s feathers creates a flowing rhythm that suggests movement and diversity.
When NBC introduced the peacock in 1956, color television was just emerging, and the rainbow of colors was designed to promote NBC’s color broadcasting capabilities. The negative space between the feather sections was carefully crafted to create a sense of forward movement—suggesting progress and innovation.
What many people don’t realize is that the negative space in the center of the peacock actually forms a stylized “N” shape—a subtle nod to the network’s name. I only noticed this after years of seeing the logo! The current version, introduced in 1986 and refined in 2013, maintains this negative space feature while simplifying the overall design.
According to brand recognition studies, the NBC peacock has one of the highest recognition rates in American media—over 90% of consumers can identify it. I believe the distinctive use of negative space between the colorful elements contributes significantly to this memorability. The white space gives the eye resting points between the vibrant colors, making the logo more balanced and harmonious.
In my design workshops, I often use the NBC logo to demonstrate how negative space contributes to a logo’s versatility across different media. The clean lines and distinct negative space areas allow it to work equally well in animation, small print applications, or large-scale implementations. That kind of versatility is the hallmark of truly great logo design!
Amazon’s Arrow: From A to Z
Amazon’s logo might seem simple at first glance, but there’s clever negative space work happening there! The curved arrow beneath the wordmark not only creates a smile shape but also points from the ‘a’ to the ‘z’ in Amazon—subtly communicating that the company carries everything “from A to Z.”
I remember when Amazon updated to this logo around 2000, and it took me an embarrassingly long time to notice the A-to-Z connection! Created by Turner Duckworth design agency, this logo demonstrates how negative space can work alongside positive elements to reinforce brand messaging.
The smile arrow exists as both a positive element (an orange line) and defines a negative space (the white area within the curve). This dual nature makes it particularly effective. Jeff Bezos reportedly insisted that the customer experience should be so good that it makes people smile—hence the smiling arrow became central to the brand identity.
What I find most impressive about this logo is how well it scales. I’ve seen it tiny on mobile apps and massive on the side of delivery trucks, and that smile/arrow remains clear and recognizable at any size. In my experience designing logos for various applications, this kind of scalability is incredibly difficult to achieve while maintaining subtle negative space elements.
The simplicity of the design has allowed Amazon to adapt it across dozens of sub-brands and services while maintaining consistent brand recognition. Whether it’s Amazon Prime, Amazon Music, or Amazon Fresh, that smiling arrow provides instant brand identification. That kind of adaptability is pure gold for a growing company with diverse offerings!
The Guild of Food Writers Fork and Pen
One of my absolute favorite examples of negative space genius is the Guild of Food Writers logo. It’s less famous than some others on this list, but it deserves major recognition for its perfect conceptual execution. Designed by 300million in 2005, the logo shows the silhouette of a spoon with the negative space inside forming a pen nib.
The first time I saw this logo, I literally gasped! It’s such a perfect visual metaphor for an organization representing people who write about food. The negative space pen nib nestled within the spoon silhouette creates an immediate visual connection between writing and cooking—the exact intersection where food writers operate.
What makes this logo particularly effective is that both elements—the spoon and the pen—are equally recognizable. Neither feels forced or secondary to the other. In my experience critiquing logos, this equal balance between positive and negative space elements is incredibly difficult to achieve, which makes this design even more impressive.
The Guild of Food Writers logo won several design awards, including recognition from D&AD and the Creative Circle. I’ve actually used this logo as a case study when teaching design students about conceptual thinking. It demonstrates how a deep understanding of an organization’s purpose can lead to a simple yet profound visual solution.
Despite its relatively niche audience, this logo proves that negative space design isn’t just for massive corporations with huge design budgets. Even smaller organizations can benefit from thoughtful negative space usage that perfectly captures their unique identity. Whenever I’m feeling creatively stuck on a logo project, I often look at this design for inspiration!
Toblerone’s Hidden Bear
Here’s a fun one that many people miss! The famous Toblerone chocolate logo features the Matterhorn mountain, but hidden within the mountain’s outline is the silhouette of a bear standing on its hind legs. I actually discovered this by accident years ago while enjoying a bar of Toblerone during a flight, and it completely blew my mind!
This hidden element is particularly clever because Toblerone originates from Bern, Switzerland, which is known as the “City of Bears” and features a bear on its coat of arms. The bear is subtly incorporated into the mountain negative space, creating a wonderful connection to the brand’s heritage without being obvious.
What I find most interesting about this example is how the negative space element remains one of the best-kept secrets in logo design. Many loyal Toblerone customers have eaten the chocolate for years without ever noticing the bear! This creates wonderful “discovery moments” when consumers finally spot it—often generating social media shares and conversations about the brand.
I’ve noticed that brands with these types of “secret” negative space elements often benefit from enhanced consumer loyalty. There’s something special about feeling like you’re “in on the secret” when you notice these hidden details. It creates a sense of insider knowledge and personal connection to the brand that’s difficult to achieve through other marketing tactics.
The Toblerone bear teaches us that negative space doesn’t always need to be immediately obvious to be effective. Sometimes, the delayed discovery can actually enhance the brand experience by creating moments of delight long after the initial brand encounter. As a designer, I’ve tried to incorporate this principle into my own work, though creating these subtle elements requires significant skill and restraint!
Formula 1’s Speed and Negative Space
The Formula 1 logo redesign in 2017 by Wieden+Kennedy London caused quite a stir in the design community, but it showcases a modern application of negative space that’s worth examining. The new logo features a bold ‘F’ with negative space creating the impression of race cars speeding around a corner.
I remember when this redesign happened—design forums were buzzing with opinions! The negative space in this logo works differently than some of our other examples. Rather than creating a hidden image, the white space between the red elements creates a sense of movement and speed—qualities essential to the Formula 1 brand identity.
Compared to the previous logo (which used negative space to create a ‘1’ between the ‘F’ and flying elements), this version uses negative space more dynamically. The flowing white areas suggest the racing line of cars taking a corner at high speed. At least that’s how I interpret it, and that’s the beauty of thoughtful negative space—it can convey motion and emotion without spelling everything out.
When the logo first appeared, public reception was mixed, with many fans attached to the previous design. However, I’ve noticed that over time, as it’s been consistently applied across digital platforms, television broadcasts, and merchandise, acceptance has grown. This demonstrates an important point about negative space logos—sometimes they need time to be understood and appreciated.
What this logo does particularly well is maintaining its impact across animated applications. The negative space creates natural “channels” for motion design elements, making it perfect for the dynamic world of motorsport. In my design work, I’ve found that considering how negative space can facilitate animation is increasingly important in our digital-first world.
Pittsburgh Zoo & PPG Aquarium’s Optical Illusion
The Pittsburgh Zoo & PPG Aquarium logo is an absolute feast of negative space wizardry! Designed by Popcorn Design, this logo manages to incorporate multiple animals within a single tree design through clever negative space manipulation. When you first look at it, you might just see a tree and two animals facing each other. Look closer, and you’ll discover a gorilla and lion in profile, with negative space forming a fish between them.
I remember studying this logo in design school and being amazed at how many elements the designer managed to incorporate without making it feel cluttered. The tree serves as the overall structure, while the negative spaces create distinct animal silhouettes that represent the zoo’s diverse attractions.
The technical challenge of creating multiple recognizable shapes within a coherent overall design cannot be overstated. In my own attempts to create dual-meaning negative space designs, I’ve found it incredibly difficult to make even two elements work together naturally. This logo incorporates at least four distinct elements (tree, gorilla, lion, and fish) while maintaining visual clarity.
What makes this logo stand out in the zoo and aquarium industry is how it avoids the typical approach of showing a parade of animal illustrations or photographs. Instead, it uses sophisticated negative space techniques to suggest the diversity of wildlife in a more artistic and memorable way. Whenever I’ve shown this logo to clients as an example of creative problem-solving, it’s always generated enthusiasm about the possibilities of thoughtful design.
The effectiveness of this logo demonstrates that negative space can solve complex representation challenges. For an institution housing hundreds of species, finding a way to suggest this diversity without defaulting to a cluttered design is a remarkable achievement. I believe it’s one of the most sophisticated uses of negative space in modern logo design.
Spartan Golf Club’s Dual Imagery
The Spartan Golf Club logo is a perfect example of negative space creating dual imagery with equal visual weight. Designed by Richard Fonteneau, this conceptual logo shows both a golfer mid-swing and, in the negative space, the profile of a Spartan warrior. I first encountered this logo in a design annual and immediately saved it to my inspiration folder—it’s that good!
What makes this logo particularly successful is how completely the two images coexist. Depending on which aspect you focus on, you’ll either see the golfer or the Spartan warrior, but neither image dominates the other. This perfect balance between positive and negative space is incredibly difficult to achieve, which is why this logo is frequently featured in design textbooks.
The dual imagery is especially appropriate for this specific brand, connecting the precision and discipline of golf with the strength and determination associated with Spartan warriors. Although this is actually a conceptual logo rather than one for a real golf club, it demonstrates the perfect alignment between visual execution and brand narrative.
In my experience teaching logo design principles, I’ve found that the Spartan Golf Club logo illustrates several key concepts beautifully: figure-ground relationship, balance, conceptual thinking, and narrative. The design works because it doesn’t just use negative space as a clever trick—it uses it to reinforce the brand’s central identity.
What I find most instructive about this example is how it creates meaning through the relationship between positive and negative space. The logo wouldn’t work if either element existed alone—it’s specifically the interaction between the two that creates the design’s power. This principle can be applied to many negative space challenges, even when the execution is less complex.
Baskin-Robbins’ Hidden Number
The Baskin-Robbins logo is another excellent example of purposeful negative space that reinforces brand identity. Designed during their 2005 rebrand, the logo cleverly incorporates the number “31” in pink within the negative space of the blue “BR” initials. This is particularly meaningful since Baskin-Robbins is famous for its “31 flavors” concept – offering customers a different flavor for each day of the month.
I remember spotting this hidden number years after being a regular customer and feeling like I’d discovered a secret! The negative space is deliberate but subtle enough that it creates that satisfying “aha” moment when people notice it. What makes this negative space usage successful is how directly it connects to the brand’s core offering and history.
The design balances playfulness (with the pink and blue colors) and functionality (clearly displaying the number 31) while maintaining a clean, professional look. In my experience with food industry branding, this kind of clever visual connection to a brand’s signature offering helps cement the concept in consumers’ minds much more effectively than explicitly stating it.
When the rebrand launched, Baskin-Robbins saw increased brand recognition, demonstrating how effective thoughtful negative space can be when it reinforces a central brand message rather than existing merely as a design flourish.
How to Apply Negative Space Techniques in Your Own Logo Design
After studying these amazing examples, you might be wondering how to incorporate negative space into your own logo designs. I’ve experimented with negative space techniques for years, and here are some key takeaways I’ve learned (sometimes the hard way!).
First, start with purpose, not technique. The most successful negative space logos emerge when the hidden element genuinely reinforces the brand message. I once spent weeks trying to force negative space into a client’s logo just because I thought it would be clever, but it added nothing to their brand story. Don’t make my mistake—let meaning drive the design.
Basic principles for effective negative space include:
- Ensure the primary logo works well on its own, even if viewers miss the negative space element
- Keep the forms simple and clear—complicated shapes rarely work for negative space
- Consider how the logo will appear at different sizes and in different contexts
- Test your negative space concept with fresh eyes—what’s obvious to you might be invisible to others
I’ve found that one common mistake is making the negative space element too subtle. In my early attempts, I created negative space elements that I thought were obvious, only to have people completely miss them. Remember that you’re looking at your design for hours, while others will glance at it for seconds. Balance subtlety with visibility!
For tools and resources, I recommend starting with pencil sketches before moving to digital. Some of my best negative space concepts emerged from quick thumbnail sketches where I wasn’t overthinking. Adobe Illustrator’s Shape Builder tool has been invaluable for exploring negative space relationships once I move to digital design.
An important tip I’ve learned: negative space elements often disappear at smaller sizes, so test your logo at various scales. I once created what I thought was a brilliant negative space logo, only to realize the hidden element completely disappeared when used on business cards! Always test your designs at the smallest intended size to ensure the negative space remains visible.
Conclusion
Looking back at these 10 famous examples of negative space in logo design, it’s clear that this technique is more than just a clever visual trick—it’s a powerful way to add layers of meaning and memorability to brand identities. From the immediate recognition of the FedEx arrow to the delayed discovery of Toblerone’s hidden bear, each approach offers different benefits to the brands that employ them.
What strikes me most after studying these logos for years is how the best negative space designs feel inevitable—as if the logo couldn’t possibly exist any other way. They demonstrate a perfect marriage of concept and execution that elevates them from mere identification symbols to storytelling devices.
The benefits these brands enjoy from their negative space logos include instant recognition, increased brand recall, social media sharing when people discover hidden elements, and the perception of creative intelligence associated with the brand. In an increasingly crowded visual landscape, these subtle design techniques help brands stand out in consumers’ minds.
If you’re considering incorporating negative space into your own brand identity, remember that the most successful examples align perfectly with the brand’s core values and messaging. It’s not about forcing a hidden element for the sake of cleverness, but about finding that perfect visual metaphor that reinforces what your brand stands for.
What negative space logos have you noticed in your daily life? Have you spotted hidden elements in familiar logos that others might have missed? Share your discoveries in the comments below—I’d love to hear about other great examples of negative space in action!
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Andrew Marriott is the owner and founder of The Logo Creative™. He is an award-winning designer with over two decades of experience designing logos and specialising in branding for companies worldwide.
FAQ’s About Negative Space Logos
What is negative space in logo design?
Negative space (also called white space) in logo design refers to the background or unoccupied areas around and between the primary elements of a design. When used strategically, this “empty” space can create secondary images, convey additional meaning, or tell a deeper brand story. It’s the space that surrounds the positive elements (the main subject) of the design.
Why do designers use negative space in logos?
Designers use negative space in logos for several reasons: to create visual interest and memorability, to add layers of meaning without cluttering the design, to demonstrate creativity and thoughtfulness, to make logos work effectively at different scales, and to create “discovery moments” for viewers that increase brand engagement. Well-executed negative space can make a logo more distinctive and memorable in a crowded marketplace.
What's the difference between negative space and white space?
While the terms “negative space” and “white space” are often used interchangeably, there is a subtle difference. Negative space specifically refers to the background areas that help define the positive space (the main subject). White space is a broader term that refers to any empty space in a design that provides visual breathing room, regardless of its colour or whether it forms a specific shape. In logo design, negative space often creates meaningful shapes or images, whereas white space might simply provide balance and clarity.
How can I spot hidden elements in negative space logos?
To spot hidden elements in negative space logos, try these techniques: look at the logo from different distances and angles, focus on the spaces between and around the main elements, try squinting slightly to see different shapes emerge, cover different parts of the logo to isolate sections, and ask others what they see. Many negative space elements are designed to be subtle, so they might not be immediately obvious on first glance.
Can small businesses benefit from negative space logo design?
Absolutely! While many famous negative space logos belong to large corporations, small businesses can also benefit from this technique. Negative space can help a small business logo appear more sophisticated and thoughtfully designed without requiring complex illustrations or multiple colours, which can reduce production costs. A clever negative space logo can also become a conversation piece that helps spread brand awareness through word-of-mouth and social sharing. The Guild of Food Writers logo is a perfect example of how a smaller organization can effectively use negative space to create a memorable and meaningful logo.