Negative space defines the boundary of positive space and balances a composition. Many artists and designers have used negative space cleverly and the resulting work of art of graphic has become unforgettable. In advertising, many logos and ads have been able to establish the identity of the brand they represent through the use of negative space. Check out these 15 examples which have used white or negative space creatively:
- Philips LED torch
The ads designed using negative space cleverly, focuses on the functionality, rather than the product. The visual is extremely powerful and manages to grab the attention of the viewer. The light reveals the sky, with just a hint of the surroundings.
- Fiat’s don’t text and drive campaign
The visuals of Fiat’s “Don’t text and drive” campaign portrays exactly how you can be completely blindsided while texting which is extremely dangerous for the driver and other cars on the road. If you see only the letters, which is the white space, you do not see the animals, kids, or road signs which is what happens when a person texts and drive, as his attention is off the road.
- Sukhi Barber’s sculptures
Ms. Barber’s sculptures are a fusion of western and eastern philosophy, sculpted to perfection making difficult philosophical concepts accessible and understandable to people. She emphasizes the use of negative space as being as important as the materials she uses, which uses positive and negative space to imply the constant transformation.
- Save the penguins
This ad is a striking example of white space being used to convey the client’s message. Designed by Andrew Hofmeyr, it is the perfect visual of tipping point. Anyone looking at the visual will be able to note the positive and negative space used equally to perfectly balance the composition.
Logos are crucial to a brand’s identity. The logo of Toblerone is a very good example of negative space. The Matterhorn mountain is pretty clear, but the bear, representing the city of Berne, can be identified on looking closer.
- The “Brave” poster
The poster of the movie “Brave” in four color used negative space to illustrate the moment when the mother was turned into a bear accidentally.
- Martini House
This logo for Martini House is another brilliant use of negative space.
- African Safari
This is a very clever use of white space and it takes a minute to register. The elephant can be made out clearly but the outline of Africa in white space between the elephant’s legs can be seen after looking at the graphic for a while.
- Volkswagen AD
The negative space in place of the product in this ad by Volkswagen highlights the space where the product should be.
NBC’s peacock in the logo has undergone many changes since its introduction in 1956. The peacock’s body finally is displayed now as negative space in the logo.
- Mr Cooper
Gourmet ice cream brand Mr Cooper’s logo was designed by the agency as a stunning and eye-catching identity using bright pink color and white space. This distinctive logo has been designed to be used on merchandise, packaging and uniforms.
- The World Food Programme video
A busy lifestyle and being exposed to horrifying stories every day has made us insensitive to the plight of those less fortunate than us. This video about the situation of refugees is powerful and effective, because the makers of the video have used evocative visuals which focus on the need for peace and eradication of hunger in the world.
- VIA rail
Image Surce : i.cbc.ca
The negative space between the letters V, I, and A, you will see 2 parallel lines which represent tracks and if the logo is rotated by 180 degrees, it still looks the same.
- Pittsburg Zoo
A perfect play of negative and positive space is this logo of Pittsburg Zoo, complementing and contrasting each other.
A print commercial which highlights the core functionality of the product.
Negative space has been used effectively and creatively by designers and artists to portray their message making it a powerful tool in design.