Logos using negative space

I actually came to the article expecting it to be completely based around the FedEx logo. Once you see the arrow, that's all you'll see on every truck.

I agree. I don't mind the concept, but the execution is poor, especially on the Brand Union logo. Egg & Spoon, 8 Fish, Yoga Australia, and Guild of Food Writers were all cool, though. The Bermuda Aquarium logo just feels oddly disconnected, with all of the negative space and then the tiny triangle floating over on the left. I love clever use of negative space, but I don't like things that float in the middle of nowhere.