Negative logos (105)
This logo is for a completely fictitious fish market.
The idea came to me when I discovered that it was possible to achieve a fish shape in the negative space within the bowl of the number 5. Dubbing my hypothetical company Pier 5 Fish Market, I created this very maximalist and illustrative mark in the hopes of really capturing the spirit of the nautical and maritime aesthetic. Type is custom for "Pier" and also the number 5, which is hand-rendered to look like it was painted on a wooden sign with a very wide, worn-out, thick-bristled brush. While it was important for the fish to show in negative space, it needed to look like a seemingly happenstance result of logical, real-world brush strokes. In the full lockup, the addition of the life preserver takes less emphasis off this gimmick, allowing one to slowly discover the fish.
Click here to see the case study for this logo, which chronicles its development, and includes full design rationale, sketches, electronic roughs, and alternate designs.
0Oct-08-11
This logo is for a completely fictitious entity named Three Nuts General Contractors.
The idea for this brand came to me when I was out and about in the world, and saw a contractor's work van drive by. As I looked at the number 3 in the telephone number on the van, I started thinking about how a cleverly constructed 3 could reveal a wrench in negative space.
Using a hexagonal bolt nut as my main source of inspiration, I thought of a whimsical name which would support the concept I had in mind. In this hypothetical situation, the "Three Nuts" could be a team of three general contractors.
The icon is built from the angles of the bolt nut, and the entire mark should evoke a heavy industrial feel; something that could be stamped into metal, etched into wood, or simply affixed on the side of a work van.
Click here to see the case study for this logo, which chronicles its development, and includes full design rationale, sketches, electronic roughs, and alternate designs.
0Sep-18-11
This logo is for a completely fictitious architecture studio called Lucid Form Architecture.
The icon is based on an optical illusion of a cube within a cube. Primarily, the form depicts a big cube, made of wood walls and metal-plated top surfaces, with a notch cut out of the center, resulting in a 3-D "L" shape. However, the longer one looks at this, perception begins to shift, resulting in a couple of different interpretations: 1) a small cube with a wooden wall and metal-plated bottom, in the corner of a room, hovering near the top of a tiled ceiling; 2) a room, tilted 90° clockwise, with hardwood floors, tiled walls, and a cube with a wood countertop and metal-plated side on the floor in the corner. This perception shift is important to the name, because it presents an ironic twist. To make "lucid" means to make clear, and while the icon seems to initially baffle and confuse, it ultimately encourages the viewer to challenge his or her preconceived notions of "perception." So too is the Lucid Form methodology for creating seeming impossible structures.
0Sep-17-11
B and C monogram- c is hidden in negative space.
0Sep-03-11
Brand: Advanced Scientific Matching..
7Aug-20-11
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1Jul-16-11
Logo design for a services company, Canada
3Apr-26-11
Logo for a social media website called Beat Fettish. It's going to be a place where little known producers and songwriters can go to post and sell their products. "F" is in the negative space.
0Feb-18-11
crocodile + hill
8Jan-12-11