Letterforms become interesting when you are able to see a figure in the remaining portion (negative space/ counters) of the letterform. See the examples above in which you can see a letterform as well as a picture. The designer alters the negative space to his advantage, according to the given brief (client’s business). Further he translates the concept of the verbal brief into one integrated visual symbol.

Task 07:
This assignment is simple as well as complex! You have to begin with two words. Key and fire, use the negative space of these two words in an interesting manner, so that it enhances the meaning of the word. A sample solution is provided. You are free to choose a font face of your choice for both words. A cohesive integration of the word and the visual element would be a challenge. Your solutions will somewhat resemble Fig 7.1 in principle.

1. Key      2. Fire