Lightning doesn't strike twice... or does it?
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 .
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