Symbol - YSP 1.0

Businesses often use symbols alongside type to represent themselves. The symbols are usually abstract or representational of the brand and need to work together or as separate components. 

A businesses that has successfully created a symbol to represent their company: 

Centre Pompidou

This symbol was predominantly inspired by the Pompidou building in Paris. The Pompidou is architecturally iconic due to the inside of the building being visible from the outside. The symbol is made out of horizontal and diagonal lines which resemble the visible pipework and construction lines in the building. The diagonal lines resemble the staircase that's visible from the outside and almost divides the building in half. I like the simplification of the complicated building by using bold lines. 

Negative Space

Negative space is the space around a shape or object. It can often form an interesting and artistically relevant shape. I have worked on previous projects in art and design that focus on negative space. I enjoy adding a different perspective and it is important for the overall composition. 

FedEx's logo uses negative space between the 'E' and the 'x' to create an arrow which reflects their postal service. This is due to clever kerning, however I think 'Fed' is too close together. 

The Hepworth

The Hepworth is an art gallery in Wakefield that is known as one of the finest contemporary art museums in Europe. Its type logo was produced by a London based graphic design studio Sumo. They have echoed the angular shapes from the David Chipperfield's minimalist gallery building: 

Sumo instantly wanted to take advantage of the dramatic, bold building which would be memorable for the audience and become very recognisable as being the Hepworth Wakefield shape. They used this as inspiration for the type and the symbol: 

I like the way they have used a sans-serif font but cut subtle areas off the ends to look like the angles from the top of the building. This is a recurring theme with the symbol as well: 

They have used the silhouette of the building to create a negative space which allows the type to show through. I like how the angular theme from the building is put into the style of text.  

Other example of negative space:

Food Writers Guild

Symbol for Food Writers Guild. I really like how clever yet simple the idea is. Using the nib and creating a spoon in the negative space is a good way to incorporate the food and writing in a well thought out way. 

My Cuisine Canary Wharf

I really like design that has multiple purposes. This concept works in print as effectively as the real stainless steel versions. The vertical line and negative space is balanced to create a smart clean composition, I should always consider negative space.