That's called "ones complement", the most significant bit represents a sign. Like the sibling post mentioned, it does have a weird quirk of having 2 representations for 0: (-0) and (+0).

While "twos complement" turns the MSB unsigned value to a negative instead of a positive. For example, 4-bit twos complement: 1000 represents -8 (in unsigned 4-bit, this supposed to be +8), 0100 represents 4, 0010 represents 2, 0001 represents 1. Some more numbers: 7 (0111), -7 (1001), 1 (0001), -1 (1111).

Intuitively, "ones complement" MSB represents a multiplication by (-1). While "twos complement" MSB adds (-N), with N = 2^(bit length - 1), in case of 4-bit twos complement it's (-2^3) or (-8). Both representation leave non-MSB bits work exactly like unsigned integer.