Logo Icon Negative Space
Leading Edge Innovations – LEI provides project management, analysis, training and documentation services to businesses implementing or upgrading IT systems and software. The company is also involved in the energy from waste sector. Providing strategy and research for a start up that has gasification technology. They convert household and other waste products into liquid fuels or electricity. LEI needed a professional logo icon to represent the company hence they approached us with a brief.
The Brief – This particular client was looking for a logo icon that fitted in a square. A Smart look was top priority with clean lines and a contemporary look throughout. Colours were to be anything in the green tone range. The logo needed to represent their overall image. Eco friendly with green intentions therefore this needed to be conveyed.
Logo Icon Appeal
First of all we designed the L-E-I icon using the three first letters to fit into a block using negative space. The E appears in the free space between the other letters. Negative space is a great way to get more out of your logo icon and include a shape as a bonus. Many of the best logos use negative space as an element in the design. As designers it is a great feeling when creating a logo and successfully incorporating negative space into it. Sometimes very subtle yet still having a big visual impact. Negative space in logos is used frequently but most noteworthy only 20% are considered to be great designs. Very difficult to do well therefore look out for negative space in logos you see every day.
Their word logo was created in a very contemporary typeface and consequently looked great in white. A full branding, stationery and website was also created. The brand enhanced and as a result looked well placed on the site. Displayed proudly alongside our other portfolio pieces, LEI deserves its place. A brand with a logo icon like that is something to display with pride. More logos with great quality will no doubt be following suit.
We had a good understanding of what was required from the brief and as a result our client was very happy indeed.
LEI have been our clients since 2005.