Using a negative space logo to create a positive result

Volt TV are a leader in sports broadcasting. They approached White Rabbit to re-design their existing logo which no longer did them justice. We kept the lightning bolt element as a tribute to the original but implemented it in a negative space logo design for a sleeker look.

A negative space logo with spark

After years in business and being a staple in the sports broadcasting community, Volt TV was in desperate need of an updated image. While it was the ideal moment to reinvent themselves and update their look, it also involved staying true to their values and existing customers. They engaged White Rabbit for the transition.

The new logo needed to show action, look good in a small corner on a TV screen and we were keen to keep a lightning bolt in the design to pay homage to the original version. We used a negative space logo design to implement this in a more subtle and clever way.


Logo designers sketch as they progress through the stages
Clever negative space logo
Bright yellow logo design with black text displayed on a screen and mug

Reflecting the Volt TV brand

Our graphic design agency highlighted something unique to the brand – a lightning volt which also helps for clients and customers alike to make a connection to the brand’s name. Implementing this within a negative space logo married the type with the icon in an effective way. Not only is it a point of difference, it also highlights the spark and energy behind Volt TV.

A bright yellow was introduced as a brand colour to reflect the vibrancy and culture of Volt TV’s broadcasting.

Negative space logo design for streaming service
Lightning logo design
The bright colour and the effective use of a negative space logo design emphasised the potential of the brand and the possibilities of the company's cutting-edge video production.
Company stationery in bright yellow

Adding a suite collateral of company materials

Once we nailed their clever new logo design, we moved on to help with their other in house collateral. We created a great deal of materials including business cards, letterheads, t-shirts and many more to activate their brand and continue attracting new and existing customers.

Bright yellow business cards
Lightning bolt logo design
Logo design t shirt

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