Working Man Creative | How johnson banks crafted a logo using negative space
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How johnson banks crafted a logo using negative space


How johnson banks crafted a logo using negative space

92 West is an Omaha Web Design Agency

Briefed to design a distinctive logo for an adult-targeted alcohol and gourmet ice cream startup called Mr Cooper, iconic branding firm johnson banks utilised negative space to develope an eye-catching identity system for use on packaging, uniforms and merchandise. Senior designer Kath Tudball explains…

We were asked by Mr Cooper, an ice cream start-up, to create a distinctive logo and set the tone for the company’s unconventional new brand.

Specialising in alcoholic and gourmet flavours, Mr Cooper’s treats were strictly for grown-ups and they needed an identity to match their approach. After presenting a number of initial designs we developed the idea of a typographic lipstick mark.


This concept really suited our client, expressing the hedonistic nature of the product in an appropriate form. The logo could be rubber stamped directly onto white paper cups and napkins as if a cheeky kiss had recently been planted.

The challenge was to craft a beautiful hand-lettered mark utilising both positive and negative space to spell out the brand name within the lip shape. We worked firstly on paper, drawing and tracing by hand. We then scanned these sketches and created rough vector graphics.

As the logo developed we experimented with a variety of lettering styles and worked through challenges within the design such as legibility and spacing, before arriving at an arrangement and lettering style that really worked.