This is using the Gestalt principle where we are using positive and negative space. The negative space of the coffee cup is actually a person talking and the top of the coffee cup comes out to be a thought bubble.
hueandsaturation: “ The Daily Beast cover illustration. Alfred Hitchcock: The Psycho Genius of Hollywood. “To say he’s making a comeback would be misleading, because he never went away. Alfred Hitchcock’s place in the pantheon of great directors has.
Interesting to see the evolution from sketches to final comps for this beautiful logo. Rafal Skalski / logo / design / initials / white space / negative space / identity / sketches / process / steps to creating a logo