For the past week I have been, according to my unhappy family, obsessed with the FedEx logo. This is in the context of week two’s reading, Signs and Symbols, and the discussion in class about the relationship between shapes and space…

Professor Comberg mentioned last week that Federal Express paid half a million dollars for the design of its symbol. My bewilderment is concerning the white arrow. It is a very clever design, but no one seems to see the arrow on their own. I had never noticed it before last week, and my impression is that one will only see the arrow if one is a professional graphic designer or a student of Professor Comberg.

Is the success of the logo based on other elements since the arrow is really hidden? According to the article a good logo is one that conveys multiple layers of meaning all at one time. Is the arrow just a fun thing added to the other successful features of the logo (as an extra “bonus”)? Or is it a valuable part of the whole design? Is it just me and my friends who don’t see the arrow?

I am not saying it is not a successful logo. Just wondering about the importance of the arrow.

Any ideas?

Farnaz (again)

I think a big part of why the design for the Fed Ex logo is so expensive is because although people may not immediately notice the arrow it does register on some level. A lot of logos and photographs send subliminal messages that we don’t realize are registering in our brain. So although we think the arrow makes no difference since we don’t actively perceive it, it still sends that message to us. Part of us is registering that the arrow is present even if we don’t actively acknowledge it. Just a thought =] (stacey)

Here’s a bit about the logo’s design and more here. It was designed in 1994 by Landor Associates.   dc


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