Is The FedEx Arrow In The Logo Useless?


It just occurred to me that I have never met anyone, that wasn’t a designer, that knows about the arrow shape in the negative space within the lettering of the FedEx logo.

So, I sent out this tweet, and then another one .

Instantly, I received replies, and so far a few seem to agree.

When an element of an identity is THIS subtle, does it have a purpose (other than fellow logo designers thinking it’s “genius”) ?

If the vast majority of the market doesn’t even know it’s there, doesn’t that make it useless in its purpose? Without the arrow in the FedEx logo, we would still be left with an iconic identity with the strong lettering, and the recognizable blue and red/ sometimes now green/orange etc. Without the arrow it still does the job rather well.

What are your thoughts?

Let's Talk
We can't wait to hear about your project.
  • required
  • required
  • required
  • required
    *Sorry, "Johnny Flyaway" recently retired. We hope an email response or phone call will suffice.
    Spam isn't fun. We promise to only send you emails with helpful marketing & design tips, and life changing information. Ok, maybe the latter is a bit of an exaggeration, but it's possible!
  • This field is for validation purposes and should be left unchanged.

Web & Logo Design Blog

© 2024 Brian Joseph Studios LLC. All rights reserved

Facebook | Twitter | Instagram | Web Design Naples | Web Design Fort Myers | Logo Design Fort Myers | Logo Design Naples | LinkedIn

Fort Myers - (239) 989 3306 | Naples - (239) 280-1294

Google Business Listing - Brian Joseph Studios - Naples Web Design Company