November 18, 2004

The Hidden Arrow


By now, we should all know about the little negative space arrow in the FedEx logo. What we might not know is that it was created by Lindon Leader (what a name!), while he was Senior Design Director of Landor Associates in 1994.

And here’s an excellent interview with Leader, with intelligent questions, equally intelligent answers, and then some.

Posted by Karen at November 18, 2004 02:35 PM in design

Personally I’ve had to conclude that the arrow is simply too subtle. It’s the sort of thing that appeals to graphic designers (thus validating their [perceived] worth), not to the people who matter. Should we be happy that it appeals exponentially more to graphic designers who specialize in the food industry? Besides the arrow there’s also a “cool” hidden butter knife! (Hoefler gets credit for pointing that out.)

Leader says you either see it and you don’t, and if you do it becomes memorable. To that I will say: virtually nobody [who matters] sees it; and I doubt most people would bother making something like that memorable to themselves, because their lives don’t revolve around visual puns. The people Leader has talked to that make a “game” out of finding it are generally people he mingles with anyway - the graphically aware type.

In short: I don’t buy it.

But the interview was needed, and quite well-done.


Posted by: Hrant at November 24, 2004 04:24 AM

> Besides the arrow there�s also a �cool� hidden butter knife! (Hoefler gets credit for pointing that out.)

Ha ha, Hoefler must have been hungry or plain nutty. :)

Posted by: Karen at November 24, 2004 11:38 PM

Look at what this guy did with fedex boxes: Fedex furniture.

Posted by: Karen at August 12, 2005 11:34 PM
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