THE LETTER2 Using counter spaces as form
THE SPACES INSIDE AND AROUND the shape of a letter, called counter spaces, are often overlooked as design elements. Their shapes can be customized using color, pattern, or texture. The “bulk” of the counter spaces adds to the weight of the display and can provide a unique and memorable effect. Creative use of counter spaces may take many forms.
The beauty of counter spaces, sometimes called “negative” spaces, is that they are the jewels that are already tucked into the letters ... using them well is like discovering buried treasure. They were there all along, hidden in plain sight.
ProjectPoster
Design DirectorJeff Wall
Company SFMOMA
DesignersAmadeo DeSouza,Owen Hoskins, andJeremy Mende
ClientSFMOMA
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