In artschool we learned in the lessons still life drawing that the negative space is as important as the objects themselves. I got a lot of advantage from that lesson in both model drawing class and typography class. I learned to see relationships between one form and another.
The best and most known example is this image of a vase, in which you can also see two faces. Focus either on the white or on the black of the drawing. Reversing.
I also use this negative space in my designs. For example, in 1990, I made this logotype for the organization Sociaal Pedagogische Dienst.
I usually start with an existing letterfont and edit that in the designing process.
In this particular case there were some interesting design problems I had to solve. You can read about that aspect more in this blogpost.
Via a tweet from someone I’m following on Twitter I discovered this blogpost on negative space. I was so happy about that, these examples are brilliant.
And what I liked most of all: despite the fact that I call myself a skilled viewer, I had never seen an arrow in the Ex of FedEx!
P.S. Added afterward: I looked up the logo of Carrefour Rein is referring to in the comments. Besides the now obvious arrows pointing to left and right there is another thing I thought is interesting.
I saw several ways of combining word and image.
In the example with the word below the image I have a hard time seeing the negative C. Even if the letter is not actually present it can’t be cut off like that. In my opinion. 🙂
In the example with the word next to the image, but also with much more space aroung it, the C is far more obvious, don’t you think?