How to show 3 animals with one
positive shape - use the negative
space for the two other animals
.

The Kölner Zoo in Cologne is famous for
its Elephant Park, which is why the main
silhouette is that of an elephant. The
whitespace for the elephants head, eye
and legs has been used very effectively
depicting a star for the eye, a giraffe
between the head, trunk and fore legs, a
rhinoceros between the fore and hind legs
and the
Cologne Cathedral’s twin
spires in the negative.
Created and managed by
EDUCATION GRAPHICS
5 IDEAS
3
PACKAGING
MAY 2011
5
ONE COLOUR
4
TYPOGRAPHY
2
POSTER
CLICKING THE NUMBERS IN THE BOXES ON THE LEFT WILL TAKE YOU TO EACH IDEA

+ - LOGO
Design a logo applying the POSITIVE/NEGATIVE DESIGN PRINCIPLE
1
LOGO
'The FedEx arrow' - an often used
example because it has been around
for so long. The ‘Fed’ is
always purple and the ‘Ex’ is a
different colour for each of the
company divisions, with grey used for
the corporate version.
Are there really 8 fish?
Yes, there is a pencil - look carefully
A logo for a plumbing company
showing a plumber with a plunger - a
tool used for unblocking drains.
Why is the plumber running?

To see how this logo was developed
CLICK HERE
A logo for MORTON ELECTRICIANS
Another logo for an electrician - very
similar idea to the previous logo