In order to explain the effective use of spacing in a logo
design we can use the logo example of FEDEX. Apart from the fact that they have
used subliminal message in the logo (the arrow between EX) they also have
effectively use the empty space which is termed as negative space here. There
effective use of the space is the key to their success as a logo. The arrow
sends in the message of forward motion and continuous work as FEDEX has a
global presence and the packages are constantly in motion.
Apart from this the fact that the logo has font that cover
the negative space i.e that they are big and bold and the use of color also
gives it a distinct look. The use of Blue and orange depicts night and day
respectively. This means that the company in constantly working 24/7. So the arrow
shows forward motion, continuous improvement and so on. The beauty of a logo
can sometimes be hidden as well. This is created to give the logo a longer life
and meaning without actually saying anything. Many logos have captions along
with them but if you are creative enough then the logo itself is enough to
capture the imagination of the audience.
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