Justin Ross Tolentino's Timeless Milk Logo Uses Negative Space Perfectly

 - Jul 30, 2014
References: juroto & designtaxi
A cleverly designed milk logo by Justin Ross Tolentino makes brilliant use of negative space. The simple 'M' logo includes an optical illusion where the space beneath created by the m's arches are shaped like glass milk bottles.

The milk logo and branding was created for an imaginary milkman company called Mr. Milk by the San Francisco-based designer for a school project where they were instructed to "create an identity for a job of yesteryear." Tolentino's personal goal was to make a timeless logo that would fit in the 1950s time period as easily as it would in modern times. While the project uses blue to indicate the 2% variety, he notes the milk logo coloring could change color to reflect the percentage.