Logo Theory

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Sample Images from Logo Theory

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Just because Just because Just because Just because Just because
Just because Just because Just because Just because Just because
Just because Just because Just because Just because Just because
 

Most letters have negative shapes or counters. They are more malleable than the positive parts of letterforms and provide chances to create a double entendre while leaving the core letterform recognizable. Many other images also can have negative shapes, such as those you might develop using the four conceptual approaches (Chapter 3). Why not combine the techniques? See what the counters of the letters remind you of. Look at the elements you associate with the company activity, ideals or name. Those concepts, too, have negative shapes. You need to be open to a certain amount of visionary frolicking to let these ideas emerge (that’s why you don’t conceptualize on the computer). In the end, it doesn’t matter whether you consider the result a Negative Shape or a Unique Coincidence (Visual Technique #4), as long as you find the potential magic.
(Excerpt from Logo Theory: How Branding Design Really Works,
Section 34: Visual Technique #7: Negative Shapes)

 
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