White Space

When you look at the magazine or newspaper, the messages on the words and images are the major things. Designers not only deal with visual elements but also have to consider the readability. Therefore, foreground and background need a good integration. Because the background will effectively influence the vision of reader. In the same way, the rest space is as important as text and image.

White space is often referred to as negative space in graphic design. In fact, there are many logos that applied negative space in design, such as WWF, USA Network, Carrefour, Guild of Food Writers logo. It can be seen that they all present an interested secret and connect with the surroundings.

Images from Logo Design Love

According to John Maeda said on Laws of Simplicity,

The opportunity lost by increasing the amount of blank space is gained back with enhanced attention on what remains. More white space means that less information is presented. In turn, proportionately more attention shall be paid to that which is made less available. When there is less, we appreciate everything much more.

It means negative space can lead the audience to give more notice on logo. In visual psychology, Kanizsa triangle also uses the characteristics of human vision to attach the background. People can recognize the shape without the line.

In addition, I do an exercise to testify the negative space in typeface. The typeface is Arial font. Because Arial font is one of common font now. Firstly, putting the font into square and using the background to illustrate the letter.

Then, it can be seen that the black background look like white letter in black background. I use the white background with black line to make the word. In addition, cooperating two ways at one word to see the result.

Although the letters lack some lines, the audience still can base on the shape to see the letter. Designers can use this advantage to create any outline for their concept. Additionally, negative space in logo design shows the simplicity and gives the audience to see a symbol in two ways.

Brand Nickname

The word “brand” is derived from the Old Norse brandr meaning “to burn.” In order to identify, the owner make an animal with unique symbol at a later date. Nowadays, brand presents the reputation of a company. Furthermore, it has developed a relationship between the audience and corporation. Brand can show social status and personality. In fact, it already integrates into our normal life. For instance, the situation can be seen on the short film “Logorama." People also try to give the nickname for a company. It could be referred to the original name or the product. For instance, the Volkswagen Beetle is called “bug” or “buggy.”

According to Kevin Roberts said on the book “Lovemarks”,

They forget all about the intimate dimension of relationships. They loved Customer Relationship Management. They honed their skills assessing the benefits from sponsorships, entertainment partnerships, and al l the other "ships." But if you attempted to get up close ...they dashed to the other side of the boardroom table. They ignored the power of Intimacy. They neglected to look at the intimate responses that illuminate the great Lovemarks.

Therefore, it is not a bad thing for the corporation. When someone gives you a nickname, it means they want to have an affiliation with you. Then, the audience does the same thing to their favorite brands. The company also redesigned logos in order to adopt nicknames. For instance, “FedEx” comes from Federal Express.

Many companies don’t only change their name for the intimacy. Additionally, the nickname is easy to keep in mind. It usually uses the initials for substitution, such as HP, HBO, P&G and AT&T.

There is a quotation below by William Bernbach.

Nobody counts the number of ads you run;
they just remember the impression you make.

In the same way, the audience will not remember the full name of company at first sight. If the company uses the nickname, the state of affairs will be different. Therefore, the audiences are very important for a company. They reflect the problems and help the corporation adjust for a better condition.

Further information:
You Took My Name by DOROTHY - Can you name all the brands?