Clever & Unique Logo Design

I am a big fan of unique, original and innovative logo design. I'm trying to distance myself away from the typical web 2.0 reflections and highlights and try to incorporate meaning and identity into my work. I'm desperately trying to encourage myself to think outside of the box.

Here is the perfect example why.

I'd like you to all examine the very well known FedEx logo.



What is so original, unique and most importantly innovative about it?

Nothing I hear you cry? I'll forgive you for thinking that there is nothing special about this logo and it really is just a simple bold typeface using two different colours. However, there is much more to this seemingly bland logo. Think outside the box.

So my question still stands, what is so original, unique and innovative about the FedEx logo?

Answers on a postcard please

I'll post the answer if nobody has posted it already after there have been 5 replies to this thread. It really is incredibly clever and when the penny drops you should be quite impressed.

- Matt

 

Each letter is a different size?

 

Nice try but no

 

No that's not it either. Nice try

 

it's easy to remember?

 

Nothing really unique or innovative about that though is there?

 

erm..I saw an arrow there..but what it be??...thinking..

 

Excellent, you got it

Many people will never notice the arrow, but once it has been pointed out to them they will never be able to look at the logo again without seeing the arrow. This is what clever, unique and innovative logo design is all about.

 

only that?..lol..

 

you don't see it?look at the 'E' and 'X'

 

Cool!!

Are you sure that it was made on purpose?

 

Yes, 100%.

If you put a lower-case “x” to the right of a capital “E” (Ex) you can begin to see a hint of an arrow, though it is clumsy and extremely abstract. I thought that, if I could develop this concept of an “arrow” it could be promoted as a symbol for speed and precision, both FedEx communicative attributes. And, by the way, different kinds of arrows were utilized with some of the other semi-final candidates, though none of those were “hidden.”

Taken from a fantastic interview with Mr. Lindon Leader, the logo's creator.

 

yes those where the designers intentions. i read an article on this.

He had to change the font size around a lot etc. the arrow also symbolisms the sending of things going forward

 

Ah yes! I had a talk with someone about this. It is very amazing. I had seen the logo for many years, but just a few months ago I realized it.

 

Yeah it's amazing how most people never realize the arrow is there; I read that article about a year ago and thought it was funny how he pointed out that 2/3 times the arrow is pointing the wrong way....

 

This is excellent ! Really Really good and innovative. Great thread.

 

WOW! I NEVER noticed...really cool! I gotta see if my wife can find it.


EDIT: Nope, she didn't notice it either and neither did her sister which is over right now.

 

Wow that's awesome - thanks for posting this.

Are there any other logos like this (with hidden symbols?)

Thanks,
dbabineau

 

...answered my own question... Other logos with hiddensymbols:
mgroves.com/blog_archive.php?blogID=586

 

Oh the arrow thing

Another smart one is the amazon logo, note that the smile looks like an arrow (from the A to Z) which is trying to reflect that amazon sells everything (not only books)