Monday, April 13, 2009
Take a look at the logo above. The FedEx logo is a logo that always makes me smile. Not because of the business of parcel delivery (which is great in itself) but because of the cleverness of the logo.
At first glance, it looks like a simple, strong type treatment, but between the "E" and the "x" resides what we learned in corporate communications as the "gift." Look again, do you see the arrow? This is not an accident, and the symbol of the arrow communicates dynamic movement - a subliminal message of motion. The hidden arrow always makes me do a double take, and it is this second look (where I find the arrow) that makes me smile. Finding the arrow is like being in a secret club (a pretty nerdy graphic design club) and it is this attention to detail that makes the FedEx logo the logo of the day.