White space, in other words, is the area of the layout left empty. It may not only be around the objects that you place in the layout, but also between and inside them. It’s a kind of breathing room for the item on the website or on the monitor. This determines the limits of objects as well as establishes the necessary connections between them according to Gestalt concepts and constructs powerful visuals.

Negative space in graphic design is often seen in banners, drawings, posters and imaginative lettering: with them, it becomes an active part of visual representation and makes important objects even more articulate. In this issue of D4U Inspiration, we have gathered several examples of innovative logo designs that follow this approach. Enjoy and get inspired by it!

Is there still room for the humble banner ad twenty-five years after its inception? 

Immediately after the advertisements and blogs came the commercial banner, a digital advertising phenomenon that has become so popular, it’s practically background noise for most people today. Later in the day, Internet advertising was the origin of the banner and all 300 of its pixels. Technology today, such as artificial intelligence,Programmatic and augmented reality have given rise to a whole new form of advertising and have driven us to automatically switch highly personalized, sensitive and immersive mobile ads.

However, while the banner ad has evolved, it does not have the means to measure it – much to the annoyance of the marketers. The click -through rate (CTR) continues to be the main measure of these ads. And with all the reports, CTRs are abysmal almost every report out there, less than 0.6 per cent.

Some brands make us feel like since the dawn of time they’ve been around. The likes of Nestle and Heinz are instantly recognizable sport branding and logo styles, and people pick up their products without even knowing about them. It is a degree of consumer confidence to which marketers around the world strive.

The Nutella / Signal mashup above is a good example of how we have been misled by Morshedi. It’s like we’ve gone through the window to an upside-down universe where everything still functions, though nothing makes sense. And let’s be honest, who doesn’t like Nutella’s notion of brushing their teeth?