Is The FedEx Arrow In The Logo Useless?
posted in Logo Design
It just occurred to me that I have never met anyone, that wasn’t a designer, that knows about the arrow shape in the negative space within the lettering of the FedEx logo.
So, I sent out this tweet, and then another one .
Instantly, I received replies, and so far a few seem to agree.
When an element of an identity is THIS subtle, does it have a purpose (other than fellow logo designers thinking it’s “genius”) ?
If the vast majority of the market doesn’t even know it’s there, doesn’t that make it useless in its purpose? Without the arrow in the FedEx logo, we would still be left with an iconic identity with the strong lettering, and the recognizable blue and red/ sometimes now green/orange etc. Without the arrow it still does the job rather well.
What are your thoughts?
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Just from personal experience, I never noticed the ‘inverted’ arrow in the logo until someone specifically pointed it out to me. At which point I went, “Oh yeah… that’s clever.”
And that was that.
To me, what makes the FedEx logo recognisable and striking is the colour combination with the tight kerning of the typeface.
Perhaps the hidden arrow is so subtle it works its way into our subconscious? I’m not Freud enough to answer that.
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The arrow has an ‘instant’ effect – “Oh that’s clever” – amongst non-designers….but if they’re anything like me, the arrow becomes *too* obvious, making the logo all about the symbol and lessening the impact of the FedEx name itself.
It is clever, but it is one trick, and after seeing the logo everywhere, I am waiting for the next trick with growing impatience.
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It is pointless. As you mention, it is only noticed when someone points it out.
With that said, if it wasn’t there then the logo would be completely different. So it is pointless, but necessary… if that makes any sense! -
What matters most IS THEIR TARGET AUDIENCE. Come on you guys, JUST ASK YOURSELVES who are their costumers. Ordinary people yes. Ordinary people who want to send their packages from Asia to Europe, etc.. Their logo is not intensionally made for designers/Artist like us. So what’s the point if someone suddenly noticed an arrow shape inside the logo. FedEx is a big company, and for me their logo is brilliant because of the color, typography, and simplicity. Simple and readable enough to be noticed and remembered by everyone. Whether an artist or not. Yes, having a negative space to form a directive shape is definitely a big factor and element to a logo. But whether it is intentional or not, it had successfully won everyone. So what’s the big deal if that negative shape arrow is constantly being noticed by people who loves to critic their whole boring lives? Simply NOTHING! And would cause never ending arguments.
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AckQ says:
Was the arrow even intentional or just pure coincidence?
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I think it’s a great logo! The font, color, spacing and capitalization is sufficient to recognize the logo as a strong logo.
The fact that an arrow is not directly recognizable, is the icing on the cake.
Not very important would you say so. But we are talking about it, that’s worth something.
Mannes (from holland)
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MLR says:
I guess I would like to think that even if an average consumer misses the symbolism and ‘cleverness’ that when it is pointed out to them and they have that ah-ha! moment – in the future they may look a bit harder and with a more critical and creative eye at the familiar symbols and brands that we all take for granted every day.
That to me makes it worthwhile.
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Personally, I didn’t see it until someone pointed it out – and it has stuck with me, but doesn’t make me any more likely to use their company. In fact – when you see the logo on their trucks, there is always one side of the truck where the arrow is pointing in the opposite direction of where the truck is going, which makes it seem kind of contrary to the idea they were going for.
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No doubt that Fedex has a very nice logo and is also very much appreciated. But personally I like the logo because of its color scheme, typography and tight kerning.
This arrow is not for solving any purpose here but if we see from designer’s point of view… yes they have done brilliant use of negative space. -
steph says:
You’re all designers and nobody saw that…I’m surprised !
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it’s just a subtle additition. it doesn’t matter if you don’t notice it. it’s nice when you do. that’s all.
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suree says:
It is a clever combination of e and x that create a negative space of a shape of an arrow. Love the visual impact from the logo.. There are more here…http://www.logo-design-and-the-story-behind.com/Fedex-Logo.html
