Mr Lindon Leader created the Federal Express logo in 1994. It may seem an obvious choice to many but I just have so much respect for it. It took him over 200 designs before he realised the words potential. An uppercase 'E' next to a lowercase 'x' can create a very unobvious, abstract arrow ('Ex'). The arrow, as Leader says, acts " as a symbol for speed and precision, both FedEx communicative attributes." Leader then moulded two separate typefaces to create a font that not only enables a perfect arrow shape but also looks appealing throughout the rest of the letters.
But what I really admire about this logo is that the principal attribute, the creative aspect within it is so subtle. And Leader hasn't tried to make it more obvious in order to show it off. Most people don't notice the arrow but he felt the logo had enough standing in itself if the arrow does go unnoticed. Leader explains his decision:
"The power of the hidden arrow is simply that it is a hidden bonus. It is a positive-reverse optical kind of thing: either you see it or you don't. Importantly, not getting the punch line by not seeing the arrow, does not reduce the impact of the logo's essential communication. The power of the logo and the FedEx marketing supporting the logo is strong enough to convey clearly FedEx brand positioning. On the other hand, if you do see the arrow, or someone points it out to you, you won't forget it."
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