Saturday: Trademark of the day (5)

Each Saturday we will be posting the “Trademark of the day”. This can be an iconic trademark, a funny trademark, a gorgeous logo or just a trademark we love. And of course, feel free to send us your own favorite trademark. Be sure to tell us why it is your favorite mark.

Today, FedEx. An iconic trademark.

Designed in 1994 by Linden Leader & Landor Associates, the logo first seems simple en straightforward. Without any visual elements. That is, until you look closer. In the white space between the ‘E’ and the ‘X’ appears a right-facing arrow. This hidden arrow was meant to a subliminal symbol for speed and precision. A true classic!

Erwin Hauër

“Hope is not a strategy.”

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