We love the negative space in this new logo

Bolt rebrand before and after
(Image credit: Bolt)

Negative space famously works well in some of the world's most well-known logos – think FedEx, NBC, Toblerone and The Guild of Food Writers. And a new rebrand from Koto has just added a new example into the mix. 

Koto has rebranded ecommerce company Bolt, giving the entire brand and website a new look and feel. But as with many rebrands, it's the wordmark that has got people talking – the negative space between the 'l' and the 't' provides a clever embodiment of the brand. And that lightning shape is echoed elsewhere in the brand, including in its typography (see below). While some people seem to think it's a masterclass in how to design a logo, others are sure they've seen it before.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.