There is a commonly seen logo that I simply love.I love everything about it. I love how different divisions have the same branding, but with a significant color variation. I love how simple it is and how the font is direct and clean and vibrant and colorful.It’s true that my attention to this logo in particular (and any logo in general) likely makes me a marketing geek. I’m okay with that.But above all, I love the hidden image in it and over the past decade or so I’ve asked others if they see the cleverly-integrated reverse icon. I’d say at least half can already identify it, but those who haven’t are able to see it right away when it’s pointed out. It’s the arrow inside FedEx.
The best part is, once you see it – you can never “un-see” it. That arrow, situated so smartly between the “e” and the “x” of the delivery giant’s name, becomes so clear it can’t be ignored.
One of the things we work to do in our marketing and advertising creation is to engage the recipient’s brain. It’s important the branding you use to represent your company or organization has layers with new bits and pieces revealed to the viewer over time. It is one of the best ways to subtly connect with the busy brains you are trying to reach.The creator of the FedEx branding obviously knew what they were doing, but they didn’t scream it. Instead, they left it there for the implied message of speed and accuracy. A deeper look into the optical illusion might suggest that there’s a way forward and a powerful direction with the FedEx branding. And the way the company has used it – so cleanly, so simply, and so directly – only proves up their message.It’s why I love it so much. And why I don’t really care if you think I am geek about all of this marketing stuff.