What you don't see is what you get.

Sometimes the white space, or the negative space speaks more than the touch of a designer's pen or mouse. Smart designers work not only with the stroke of color, but also with the empty space around or in between it. It amazes me sometimes what logo designers achieve by designing around the negative space. I've selected some very smart logo designs posted here on The Logo Mix that make you understand more than you can actually see. In those cases what you don't see is what you should actually get. Some of those logos we are able to understand quickly being more "in your face", while others, even if they seem obvious to the trained designer's eye, they are harder to get from the first glance and take a longer time to stare at them to see everything the designer has to transmit.

Jupiter Logo by Stelian Vasile

What you should see: the "J" letter

 

Dog Show Logo by 13mu

What you should see: the dog

 

Da Bomb Logo by Ian O'Hanlon

What you should see: the bomb

 

Secret of Fashion Logo by alteregologos

What you should see: the "S" letter

 

Calm Coffee Logo by Yasserj

What you should see: the coffee cup

 

Urso Wine Logo by reghardt

What you should see: the bear nose

 

Pacific Shore Capital Logo by Mel Campbell

What you should see: the sea horse

 

Martini House Logo by Eddie Brown

What you should see: the house

 

Dog Care Veterinary Logo by Gary Chew

What you should see: the dog head

 

Pelican Logo by ru_ferret

What you should see: the pelican

 

Bufet Logo by ru_ferret

What you should see: the spoon and fork

 

Dianne Dieplo Logo by Gareth Hardy

What you should see: the musical note

 

Half an hour Logo by Arnas Goldbergas

What you should see: the hourglass

 

Rockit Logo by Arnas Goldbergas

What you should see: the guitar

 

Separate Page Logo by Nima Elias

What you should see: the "S" letter