There is a hidden arrow in the FedEx logo. (If you haven’t noticed this before, go ahead and take a look at yourself.)
In fact it was an accident. “The farthest idea from our minds was the arrow,” said Lyndon Leader, who designed the logo in 1994, in an email interview. “But in an internal critique halfway to exploring the logo, I was amazed at the design that contained the letters spaced so far apart.”
“After a few days, it seemed to me that if a real arrow could be entered into the lettering forms, he could skillfully suggest moving from point A to point B reliably, quickly and accurately,” the commander said.
Still can’t see the arrow? Swipe to the right to reveal it.
Credits: FedEx. FedEx
The leader believes that the strength of the arrow is simply that it is a hidden bonus, and lack of vision does not diminish the effect of the logo itself. But how many people actually see her without being told where she is?
“The prevailing idea – I heard – is that maybe less than one in five people find the hidden arrow without help. But I can’t tell you how many people tell me how much fun they are asking others if they can say something in the slogan.”
More than share
The same company that designed the FedEx logo created another company that uses great space, the NorthWest Airlines logo used from 1989 to 2003 (Northwest was merged with Delta in 2008). The circle and arrow create a compass pointing conveniently to the northwest. But the arrow, with “N”, also creates the letter “W” whose part of his left leg has been removed.
Sometimes the hidden element blends so well with the logo design that it can only be seen if indicated, like the hidden bear in the Toblerone logo.
You see the bear inside the mountain? credit: Ilya S. Savenok / Getty Images for North America / Getty Images for NYCWFF
But is this an effective logo design strategy? “On the one hand, yes, because these logos seek to identify a branded product or service in very economical and immediate ways by using humor to invoke a positive response,” said McNeill. But today, he said, there is a trend towards a more straightforward and straightforward design, as evidenced by the slogans of many big companies like Facebook and Google.
McNeil’s favorite logo is the design by Gianni Bortolotti for an abandoned Italian company called ED – Elettro Domestici (“Electricals” in Italian). Simply by using the letters “ED” and negative space, it elegantly creates a plug.
“It is a model of restrictions without any unnecessary elements,” said McNeill.
The ED logo doubles as a plug. credit: From logolog.co