The idea of using negative space in the logo in some way appealed to Ross Tax Service. It needed to be professional and convey reliability, but also should have a modern edge. The wide, angled cuts from the color blocks create sleek, negative-space pathways that reveal a letter “R†when the logo is viewed as a whole. This seemingly simple logo holds layers of meaning. First, the white paths through the color blocks hint at the idea of cutting through something—such as helping the client cu