Watching the White Space (FEDEX Logo)

Nothing special about this picture except it is a FEDEX delivery truck crossing an intersection I was stopped at.

Did you know that logo has an arrow in it? Well I didn’t see it either until a few weeks ago after I was told about it being there.

Now I can not stop seeing that arrow first thing when the logo crosses my path.  My eyes are always drawn to it.  Kind of like the Old Lady/Young Lady illusion picture. Your mind gets tweaked in someway and you will always see the same thing when you first see the picture/logo.

It is not very technical – simply a good design process that uses the white space in the logo between the letters E and X. Although any discussion about fonts and type faces have a technical aspect to them – especially in this day and age of computers – so I guess it does fit with the intent of this site.

The logo was designed by Lindon Leader and I was able to find a great interview with him from 2004 that details the creation of this logo back in 1994.  Check out TheSneeze and read the interview The Man Behind the FedEx Logo.

Enjoy!

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Richard Hay  (3358 Posts)

Richard is the Owner of WindowsObserver.com and has been involved in tech for over 25 years. His first website – AnotherWin95.com – came online in 1995. Back then he used GeoCities Web Hosting for it and what you see here today is the result of the work he has continued on the site since 1995. In January 2010 his community contributions were recognized by Microsoft when he was awarded the Most Valuable Professional (MVP) Award for Windows Desktop Experience. In January 2011 he was renewed as a Microsoft MVP but in a new category called Windows Expert - Consumer and in January 2012 he received the award for the third time.