Famous logos with hidden designs - can you discover them?

Famous logos with hidden designs – can you discover them?

There is a hidden arrow in the FedEx logo. (If you haven’t noticed this before, go ahead and take a look at yourself.)

The smart use of negative space between the last two letters of the logo has won many awards and makes it one of the most effective ever. Design teacher Stephen Bailey is included in his list 20 designs that characterize the modern worldDescribing it as “one of the happiest incidents in the history of graphic design.”

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.”

The leader and his team in Landor Associates, The consulting firm tasked with reinventing the FedEx brand identity, developed more than 400 copies of the logo, before noticing that putting an “E” capital and a small “X” together created a share proposal.

“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.

“The practice of hiding elements is common in all visual communications, not just logos. It is as old as the practice of designing logos itself, but it may have reached its climax in the 1970s, when smart visual and verbal comparisons became prominent in graphic design practice – the era of big idea, Paul said. McNeill, a print designer and lecturer at the London School of Communications, in an email, argues that the principles of visual illusion used in these designs are based on the psychology of vision and Gestalt theory, Which explores the brain’s ability to create complete shapes of lines, shapes, and curves.

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

IBM Bull Rand logo It’s also pretty cool – sharing positive and negative shapes is incredibly subtle and exciting. But I have to say that the old Yin Yang symbol It will always override all other visible signs of this type. “

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