How johnson banks crafted a logo using negative space

Briefed to design a distinctive logo for an adult-targeted alcohol and gourmet ice cream startup called Mr Cooper, iconic branding firm johnson banks utilised negative space to develope an eye-catching identity system for use on packaging, uniforms and merchandise. Senior designer Kath Tudball explains…

We were asked by Mr Cooper, an ice cream start-up, to create a distinctive logo and set the tone for the company's unconventional new brand.

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