Negative Space in Logo’s

To give a brief explanation, ‘negative space’ is the part within a graphic that ‘isn’t there’. It’s the section of a logo, for example, that’s in between the letters but isn’t the letter itself. Negative space logos tend to have two-tone colour schemes yet this isn’t always the case. If you’re still baffled from my vague explanation then you should hopefully have a better understanding after the examples shown below.


I thought I’d start with one of the most famous examples in order to aid my explanation. At first glance, the icon is a mountain, but if you look closely there is a bear hidden within it. The space where the bear is hidden is classed as ‘negative space’ as it is the same colour as the background. To give some context, Theodor Tobler was the creator of the original Toblerone bar. He came from Switzerland which is home to the Matterhorn-one of the largest peaks in the Alps. That’s why it features on the Toblerone packaging. The Bear is the heraldic animal of Bern, the capital of Switzerland and the home town of Tobler. Sadly, no matter how hard I search I’m struggling to find the company/individual who designed the Toblerone logo so if, by any chance, anyone knows or finds out please let me know in the comments!


Despite the slightly comical name, Zoopoo are a manure company based in Colchester. Not that I’d jump at the chance to deal with zoo manure, I’ll most definitely credit their logo. The rhino hidden within the ‘Z’ is a great example of negative space being utilized within typography.  The company that designed this logo is Meme Media based in Bolton, UK and one or two of their other of their other logos use negative space too if you are interested.

Rocket Golf

Oh I like this one. This gem was designed Sean Heisler, a graphic designer from America. I like the colour scheme as it ties in very nicely with golf and the two shades of green accompany each other well. The logo is smart, using golf tees to make a rocket; I think that the simplicity of it makes it even better. It ties in impeccably with the name of the company and I think as a whole is a very strong logo. Well done Heisler, most definitely caught my attention.


As I started with a famous one I thought it best to end with a well-known one too. If you didn’t already know, the well-thought out negative space in this logo is the arrow hidden between the ‘E’ and the ‘X’. This is clever as it’s a delivery company and despite the simple looking design it is more than what meets the eye. It was designed in 1994 by Linden Leader & Landor Associates and hasn’t changed since; let’s see how long it shall last.