Negative Space Logos: When creating the mark for Firecraft Pizza, I combined a flame and a pizza slice using negative space. A flame or a pizza slice on its own is not memorable because of all of the pre-existing flame logos and pizza logos. Creating an original and ownable flame or pizza could leave you with an overly complex and difficult to use brand mark. The great thing about combining these two elements into one cohesive negative space logo is that it’s simple, ownable and it tells a visual story that is memorable. . This mark uses the negative space of the flame to define the outer edge of the pizza slice. I created it by finding the visual overlap between the two icons. However, not all brand nouns can be combined to create visual harmony. Actually, it is quite rare. . I am going to teach you the trick that I use to find the visual overlap. First take a sketch pad and draw rough sketches of all of the different ways you could design an icon for a pizza slice. Next, do the same...