Negative space logos, also known as white space, are a particular type of logo that makes use of background colour, which is usually white, to create a symbol, shape or character. Negative space logos are some of the simplest but cleverest logos developed by graphic designers and branding experts. Negative space often has the most impact in a design. The idea behind this use of the blank or white space is the notion that it can be used to create something as impactful as the main object or objects it surrounds. It then becomes the real subject or focus of the image. Great logo designers often use negative space in a way that it becomes just as important as the positive space in conveying the meaning of the brand mark or identity.
Below is a link with examples of branding or rebranding projects that have successfully used negative space in the creative process.