Iconic FedEx logo has a hidden meaning in its name – can YOU spot it?
EVERYONE has seen the famous FedEx logo on the side of their trucks as they roll down the streets delivering parcels.
But have you ever stopped to take a second look at the iconic symbol to notice the hidden meaning amongst the five letters?
Despite being one of the most recognized delivery companies internationally, millions of people have overlooked the clever inclusion.
When being created by designer Lindon Leader back in 1994, his focus remained on the font and color rather than covert messages.
But in what was dubbed "one of the happiest accidents in the history of graphic design" by design guru Stephen Bayley, there is an arrow hidden between two adjoining characters.
The seamless structure and alignment of the bold lettering resulted in a forward-facing pointer sitting perfectly in between the 'E' and the 'x'.
But it didn't even dawn on Lindon that he had come up with such a phenomenal emblem.
He told CNN: "Farthest from our minds was the idea of an arrow.
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"But in an internal critique midway in the logo exploration, I was intrigued by a design that had very tightly spaced letters."
The creative team at Lindon's company, Landor Associates, had come up with over 400 different versions of the FedEx logo when tasked with reinventing it.
And the designer's clever cryptic symbol made the final cut, as it managed to sneak in a hidden factor without overpowering the rest of the logo.
The arrow translates the idea of moving forward with speed to customers, allowing the delivery company to deploy one of the most successful subconscious marketing strategies ever.
Lindon continued: "The prevailing notion is — I've heard — that perhaps less than one in five people find the hidden arrow unaided.
"But I can't tell you how many people have told me how much fun they have asking others if they can spot something in the logo."
By converting the wasted space into an unintentional business aid, it has ensured FedEx's logo is regarded as one of the greats.
The optical illusion has earned the motif a string of design awards and saw it ranked as one of the eight best logos in the last 35 years.
We previously took a look at the mysterious story behind the creation of Paramount Pictures legendary logo.
And we also delved into the details of the infamous Levi's emblem that is renowned across the world.
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