This is a logo I made for a company called "MA." In Japanese, "ma" means the interval between all things temporal and spacial. It is basically negative space. In this logo, the contrast between the dark shapes and the light shapes defines the letters hidden in the logo. The bottom logo is the better because there is added tonal and color contrast and between the blue and the black, further emphasize the A making it easier to see. In the color logo, The M is created by the contrast of logo and background. The A is created by the contrast of the shapes and colors within the logo. I overlapped the blue over the A to make the A less visible because I want to steer people away from seeing the A before the M. This logo is successful because it makes use of two different kinds of contrast: contrast between content and non-content; and contrast between inner colors. There is also a contrast in balance. The contrast in balance is seen in the overlapping of the blue on top of the black, and from the chunk missing out of the black piece. This is done in order to differentiate the A.
To illustrate my point, I redesigned a very basic version of the terrible logo above that is at least readable. This could be seen from a moving car because it utilizes the properties of contrast better. Aside from contrast, yellow and blue mixed together make green which makes people subconsciously thing of slime, frogs, poison, and chemicals. The darkness further emphasizes the color effect. Blue and white on the other hand are associated with cleanliness. The logo/sign I made also has a white shirt verses the black shirt of the other logo. It is much more impressive for a dry cleaners to be able to clean a white shirt rather than a black shirt. Interestingly enough, if you invert the colors of the bad logo, it makes the one I designed, except with yellow letters. That was totally a coincidence!
I guess if I were consulting for that company company, I would simply tell them to invert their colors and make the text black. It actually looks pretty nice.
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