Space — Sir Peter Scott

Sir Peter Scott’s logo for WWF is an impressive application of white space. The panda is a simple and effective illustration that cleverly uses negative space. Of course, we know real pandas are black and white, so having white space sit in for the white highlights of the animal is a creative way to make the illustration more interesting.

Additionally, a logo that only requires printing one colour, in this case, black, makes using the logo easier. For an organization like WWF that’s active in over 100 countries around the world, being able to easily print their logo in an array of situations with access to limited resources would be critical. Because of this, I think the white space makes a relatively simple illustration clever and interesting, as well as helping make the design more flexible and easy to apply across different contexts.