95 : white space

At the studio, we can't help but tend on a clean and modern design style. Doesn't mean thats all we do, we love exploring different design styles, just wait until you see the new teen inspired hand drawn packaging design that's underway. But it just so happens that we tend on simplicity. What adds to it is the use of white space, aka negative space. What the heck is that you say? Its that area in art & design that isn't occupied by subject matter or text, but is whats around and in between subject matter, or whats left unmarked on the page that adds to a more dynamic composition and drama which....ok, so blah blah blah right? It's kind of hard to explain the subject, better to show by example... and what a better way than on some of our work that just wouldn't look the same without the right use of negative space. Take a couple of our identities for example, can you spot the use of white space? (And don't let the name fool you, it isn't always literally "white".)

And not only do each of the logos include an element of white space, but the photos do to. White space within white space, like a play within a play. :)