POSITIVE USE OF NEGATIVE SPACE » The S3 Agency

POSITIVE USE OF NEGATIVE SPACE

One plus One equals Three.

The FedEx logo is famous for its powerful use of negative space in graphic design. Do you see it? Take a look between the last two letters:

Legendary among designers, the FedEx logo has won over 40 design awards and was ranked as one of the eight best logos in the last 35 years in the 35th Anniversary American Icon issue of Rolling Stone magazine.

If you don’t know the story or want to know more details – including insights from Lindon Leader, the designer who created the mark in 1994 – read this article. You’ll have a new appreciation every time you see a FedEx package, truck or plane.

~ Mike Kolatac, Senior Art Director, The S3 Agency

Michael Kolatac
Michael Kolatac
mkolatac@thes3agency.com

<p>Associate Creative Director @ The S3 Agency</p>

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