
Negative Space: Logo Design with Michael Bierut
99% Invisible
Pleasure Lies in Discovery
Embedding hidden elements in logos can create moments of joy and satisfaction for viewers. Just as children find pleasure in discovering objects in hidden picture puzzles, a well-designed logo can offer similar delights by revealing surprises. This discovery process not only brings joy but also engages viewers, making them feel clever for unraveling the hidden meanings. Logos that incorporate these nuances foster a deeper connection, allowing individuals to complete the picture in their minds and associate positive emotions with the brand.
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