Distinction Figure/Ground
An Example: M. C. Escher's Figures
A logo could be misunderstood if the viewer misinterprets the "figure-ground-distinction". If this rule is not bore in mind, it can easily happen that a viewer associates an element that is part of the figure with the background, or vice versa.
Generally, you should keep in mind that smaller areas are always seen as the figure, bigger areas as the background. Moreover, the spatial arrangement, e.g. the allocation of black and white is an important factor.
The image shows the "Rubin vase". It was first published by the Danish psychologist Edgar Rubin in 1915. Two images can be distinguished in this image.
On the one hand, there are two faces that looking at each other. On the other hand, the white part of the image can be seen as a vase. These two images are only ever visible alternately, never at the same time. Our brain is not able to recognize or see figure and ground simultaneously.