Free space is a very insidious, but very effective tool for influencing the consumer. Designing a logo and corporate identity is also a game using free space. Sometimes you see a logo in which everything is simple, everything is clear, but subconsciously it causes you certain associations that are not visible to the eye. This is the proper use of free space. An excellent example is the FedEx logo. The first thing you see is the purple and orange letters. And it seems to you that nothing is depicted on the logo. Best logo designers are aware of all such minor technicalities to implement in a logo. What do you think about it?
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