The clever, ‘subliminal’ message hidden in the FedEx company logo, which helps convey its purpose to customers, has left some people stunned after finally spotting it – and now they can’t ‘unsee’ it
Making an impression on customers is a vitally important task for companies across the globe – and clever branding helps with that.
FedEx is one such company that seems to have mastered the logo design game, with its clean and simple emblem often lauded by design professionals and industry leaders. At first glance, the transportation firm’s logo appears simple with its name in bold colours.
However, upon closer inspection, a small arrow can be seen tucked between the letters ‘E’ and ‘X’. This subliminal message represents the efficiency and speed of the company’s delivery services, while the clarity of the distinctive, blocky font used further ensures the overall purpose of the brand is conveyed effectively yet subtly.
Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, said: “Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.” Of the FedEx logo, he added: “It’s a clever way to convey the brand’s promise without explicitly stating it.”
The FedEx logo often features in design discussions, and has been regularly cited on social media. Some observant customers have taken to X, formerly Twitter, to share their thoughts on the company’s iconic branding.
One said: “Design is everything. The best logos contain subliminal messages – often in the ‘negative space’ – that reinforce the brand’s guiding mission. FedEx. Moving things forward. But, you probably never noticed the arrow, hiding in plain sight as if to say, ‘Moving things forward’.”
A second person commented: “Was one of the first things I learned on my graphic design course. Blew our minds!”
Another person was disappointed in themselves for only recently spotting the elusive arrow. They said: “I literally had no idea there was an arrow in the FedEx logo until today [sad face].”
A fourth person replied: “It took me [a while] to notice that, too. They don’t make it very obvious.”
One social media user said: “Oh my God I found it and now I can’t unsee.” Sharing similar sentiments, another said: “I never see it unless someone points it out then I can’t unsee it for MONTHS!”
Uber Facts asked: “What’s the one thing you can never unsee?” to which, one person replied: “The arrow on FedEx logo between the E and X.”
