Who knew about this??

@georgetakei

🙋‍♀️

Had it pointed out years ago. Very subtle. Very good.

@georgetakei

An arrow?

I'd always thought it was a fallen tree, in honor of all of them killed to make FedEx boxes.

@georgetakei

Just curious but do we *know* it was intentional? I mean maybe some graphic artist is sitting in a bar reading this today saying, "Whoa, that's cool. Um, I mean, I totally did that intentionally".

@Frances_Larina @georgetakei Yes. According to Designhill.com, it was designed by Lindon Leader of Landor Associates, and he incorporated the negative-space arrow deliberately.
https://www.designhill.com/design-blog/the-fedex-logo-meaning-history-and-evolution/
The FedEx Logo Meaning, History, and Evolution

Nobody ever thought that a logistics brand logo would be so popular. The FedEx logo is an exemplary example of a logo that's trendy, meaningful, cool, and relevant. Thanks to its clever use of white

Designhill

@tom_clowder @georgetakei

That's cool but it's a blog from now and could be corporate revisionism. Is there any documentation showing the arrow was intentional from when it was created?

@georgetakei I did. I haven’t been able to unsee it for a long long time.
@georgetakei
We've were waiting to break it to you, George.
@georgetakei Just wait until you learn about the bear in the Toblerone logo

@Corax42
Ha, great - never saw that before (neither bear nor arrow) 

@georgetakei

@georgetakei Never noticed it, but it's sitting there in plain sight. Now I'll be seeing it all the time.

@georgetakei
Everybody goes on about the arrow, but did you notice the spoon? Look at the lower case "e" in the Fed.

The person who created the logo, Lindon Leader, was really hungry when he made it.

Just kidding about the hunger, but it was created by Lindon Leader.
https://www.artcenter.edu/about/alumni/alumni-stories/lindon-leader.html#:~:text=ArtCenter%20grad%20Lindon%20Leader%20is,Associates%20as%20senior%20design%20director.

@georgetakei ✋ (but someone told me years ago)

@georgetakei But what about the knife in the e?

(which I just noticed)

Also have known about the arrow for years, I know a couple who were programmers in FedEx’s online tracking dept.

@georgetakei

How did you miss seeing the spoon in their logo

@georgetakei Never mind the arrow--check out the bat signal on top over the e and d.

@georgetakei
Nah, it's Guy Fawkes watching Willie Mays catch a flyball while an armored assault vehicle rolls past.

https://xkcd.com/960/

Subliminal

xkcd
@georgetakei Ah, yes, the original example of “once you see it, you can’t NOT see it anymore”

@georgetakei

Wait until you see the spoon...

@georgetakei seen it. But I now also see a spoon in the "fed" part.
@georgetakei
YIKES!!!
I had not heard of the arrow so I stared at it for a while thinking WTF? and then suddenly it leaped out at me.
@georgetakei my 15 yo daughter told me about it a couple of years ago!

@georgetakei

For me, the 'hidden' 3-letter word in this company logo was a 'once I saw it I couldn't go back to not seeing it' ...

https://upload.wikimedia.org/wikipedia/commons/d/d9/Original_Round_Table_Pizza_Logo.jpg

@georgetakei I knew about the arrow, but did you notice the big round hole in the d? That's a portal to an alternate dimension where your parcels end up actually getting delivered.
@georgetakei
I noticed when I was a kid!