Negative space in logo design. It’s hard to beat a clever use of negative space.
Here are 35 or so logos that use white space well, along with the designers/agencies responsible. A.G. 10 Words You Need to Stop Misspelling. 23 Brilliant Logos With Hidden Messages. Big Ten Big Ten is an academic union which was founded in the year 1896.
Until 1990, this union consisted of 10 universities, but in June 1990 Pennsylvania State University was added. They didn’t want to change their name, so they added the number 11 to the logo. Amazon.com.