Negative Space

QUOTE

Henry David Thoreau once said…

“It's not what you look at that matters, it's what you see.”

(American naturalist and essayist.)

CONCEPT

Negative Space

Negative space, a fundamental concept in art and design, refers to the empty or open space around and between the subjects of an image.

Rather than being merely background or void, negative space plays a critical role in defining the boundaries of positive space (the main subjects) and can significantly contribute to the composition's overall balance, readability, and aesthetic appeal.

This concept teaches us to see beyond the obvious, recognizing that the absence of content can enhance and clarify the presence of content.

STORY

Now You See It … No, Really!

One of the most iconic examples of negative space in design is the FedEx logo, created by Lindon Leader in 1994.

At first glance, the logo appears straightforward—a simple typographic design with the company name in purple and orange. However, a closer examination reveals a brilliant use of negative space: between the "E" and "x" is an arrow pointing to the right, symbolizing precision, speed, and forward direction.

The creation of the FedEx logo exemplifies the power of negative space to add depth and meaning to design in a subtle yet impactful way. The inclusion of the arrow was not merely serendipitous, it was the result of extensive design exploration and the desire to encapsulate the essence of the FedEx brand in its visual identity.

The arrow, hidden in plain sight, transforms the logo from a simple brand identifier into a visual story of the company's core values and services.

This design choice demonstrates how negative space can be strategically used to convey concepts and emotions, enhancing the viewer's engagement with the artwork or brand. The FedEx logo's success lies in its ability to communicate a key aspect of the company's identity through what is not overtly depicted, showcasing the invisible art of suggestion and the impactful use of empty spaces.

The FedEx logo's enduring relevance and recognition highlight how effectively harnessing negative space can create memorable and meaningful designs.

The logo's use of negative space serves as a reminder to everyone—not just artists and designers—that sometimes what you choose not to include can be as important as what you do.