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  1. Wow. Fedex was the first logo that came to my mind without even reading this article yet.

  2. Shane

    Didn’t notice the arrow until you pointed it out. Was invisible to me.

  3. Absolutely 100% agree with this Gareth! There’s an interesting interview with Lindon Leader at

  4. Parka – Glad you agree, you would you put in 2nd place?
    Shane – I know that some see it straight away some don’t, now you have spotted it don’t you see the logo in a whole new light?
    Dunc – Thanks for linking to that article, that helps explain the background and how it came about, very interesting as it fills in some gaps in my knowledge on this logo. thanks!

  5. Er I still can’t see the arrow, it’s like one of those magic eye pictures!

  6. Claire – Its very interesting that you and others can’t see it, maybe its not working as well as I thought!
    Anyone else who can’t see the arrow? just to say Claire its formed by the negative space (white space) between the ‘E’ and the ‘x’, let me know if you spot it now.
    Thanks for your comments.
    Gareth Coxons last blog post..The Greatest Logo Design Ever? Discuss..

  7. Hey Gareth! I saw your comment to Claire posted on facebook. Not having seen the whole post, I was thinking the logo was something you’d designed and the title was a little joke. So reading the “arrow between the E and the X,” I thought, is he ripping off FedEx? Glad to see you’re not, haha (though I do love looking at all your designs)!
    I remember the first time I looked at their logo and saw the arrow. I was in the back of my parents’ car when I was in primary school and said to them “it looks like an arrow between the E and the X.” My dad almost crushing my discovery by telling me it was intentional, part of what made the design work so well. And here I thought I’d found a hidden picture on the FedEx truck!

  8. I agree that the FedEx logo is one of the best (worldwide brand) logos around. THE best, well… I don’t know. It’s darn close at least. The thing that makes it not hands down the best is that most people don’t even notice the arrow. It usually takes a designer to point it out to them. In fact, whenever I see a truck drive past and I’m with someone that is a non-designer, I’ll ask them if they see the arrow. 99% of the time they say “what arrow.” Is it too subtle? Or does it actually make it better because once you see it, you can’t un-see it and then you feel like an insider?

  9. Stephanie: Good to hear from you hope your travelling teaching is going well, judging by the pictures I’ve seen on FB it is. Good that you saw that shape from a young age, some people don’t see it at all, this post and some of the responses has made me question whether it is too subtle …possibly.
    To be honest the actual aesthetics are nothing to rave about, its just that little hidden/ obvious idea (depending on the viewer) that I love.
    James: Some good questions there James, is it too subtle I’m starting to think it might be and maybe I quite like the fact I can see it!

  10. FedEx is one of those logos you see so much that you take for granted, but I also have never noticed that arrow.
    .-= jamisonstudio´s last blog ..Desert Notecards =-.

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