The Pittsburgh Zoo & PPG Aquarium offer a striking example of negative space used within the simple black and white logo. Though not black and white, the peacock NBC logo also shows the use of negative space with the simple center cutout making up the body and head of the bird. Your eye will naturally see the blank cutout area as something else. The negative space becomes almost like a 3 rd color when done right. A logo that showcases a great use of negative space is the USA Network logo. However, you can use the negative space to form a different element of your design. Most of the time, the subject is simply placed on top of the background and the negative space is the areas that surround the object (like the white areas surrounding the black Nike swoosh on their app button). In any design, the background becomes the negative space within the illustration.
They are cheaper and often faster to print.īecause you are designing your logo in only 2 colors (black and white), you should consider how you can make the most use of your negative space. You will never have trouble finding black and white printing options. Some brands are extremely rigid about logo standards in an attempt to protect their brand image and create a cohesive experience for the user.Īll that is to say: Black and white logos offer a much easier solution. It may seem over the top, but if you accidentally use the wrong color, you can run into a huge branding nightmare. When printing, it can be very difficult to get JUST the right hue-especially if you are trying to order it for your shirt color, sign color, etc. It’s so easy to accidentally change the blue just slightly in the editing process. They have one other secondary color option (PMS 299 or hex color #15B6E5) or the option for just using black. Lowes, for example, only allows PMS 280 (or hex color #004990) for their primary blue. A lot of brands have to fight hard to keep their brand colors produced in *exactly* the right hue of blue, red, yellow, etc. Not only will it (usually) cost less to print your logo, but there’s also a lower chance of it ending up the wrong color. The fewer colors, the easier it is to print. There are practical reasons for creating a simple logo.
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