Working Animals International’s new identity leans hard on negative space, and the logo feels like one of those neat little visual tricks that clicks once you see it.
Here’s the new logo in context, and the negative space trick is doing a lot of the heavy lifting.
I’m not a logo person either, but that negative space “click” you mentioned is pretty satisfying once you see it—did they say anywhere how it holds up when it’s tiny (like a social avatar or embroidered on a vest)? I could be wrong here.
At small sizes, the negative-space bit is usually the first thing to die—especially once anti-aliasing turns that “gap” into grey mush.
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