EVERYONE has seen the famous FedEx logo on the side of their truck as they rolled down the street delivering parcels.
But have you ever stopped to review the iconic symbol to realize the hidden meaning in the five letters?
Despite being one of the worldwide recognized delivery companies, millions have intelligently skipped inclusion.
When created by designer Lindon Leader in 1994, his focus was still on fonts and colors rather than secret messages.
But in what has been called “one of the happiest accidents in graphic design history” by design expert Stephen Bayley, there is a hidden arrow between two adjacent characters.
The seamless construction and alignment of the bold lettering results in a forward-facing pointer that sits completely between the ‘E’ and ‘x’.
But it wasn’t even clear to Lindon that he had come up with such an extraordinary symbol.
“Farthest away from our minds was the idea of an arrow,” he told CNN.
“But during an internal review midway through my logo exploration, I was intrigued by a design that featured tightly spaced letters.”
The creative team at Lindon’s company, Landor Associates, came up with more than 400 different versions of the FedEx logo when tasked with reinventing it.
And the designer’s clever cryptic logo made the final cut, as it managed to sneak in a hidden element without overpowering the rest of the logo.
The hidden arrow moves ideas forward at lightning speed to customers, allowing the delivery company to deploy one of the most successful subconscious marketing strategies ever.
Lindon continued: “The common belief is – I’ve heard – that perhaps less than a fifth of people find the hidden arrow without assistance.
“But I can’t tell you how many people have told me how fun it is to ask others if they can spot something in the logo.”
By transforming wasted space into an unintentional business aid, it has ensured the FedEx logo is considered one of the great ones.
The optical illusion has earned the logo a series of design awards and has been ranked as one of the eight best logos of the past 35 years.
We have previously looked at the mysterious story behind the creation Legendary logo of Paramount Pictures.
And we dive into the details of the infamous Levi’s logo famous worldwide.
https://www.thesun.co.uk/fabulous/17778605/iconic-fedex-logo-hidden-meaning-can-you-spot-it/ The iconic FedEx logo has a hidden meaning in its name