I am not sure how many of you have noticed a hidden symbol in the Federal Express logo:

Yeah, I am talking about the 'arrow' that you can see between the E and the x in this logo. The arrow was introduced to underscore speed and precision, which are part of the positioning of the company.


The SUN Microsystems logo is a wonderful example of symmetry and order. It was a brilliant observation that the letters u and n while arranged adjacent to each other look a lot like the letter S in a perpendicular direction. Spectacular.

The above logo is for an editing studio. I like the way the logo attempts to convey what they do.

The above are two magazines from the Readers Digest stable. Again, the attempt to communicate what it is about quite figuratively through the logo catches my attention.

liked this logo of a hair stylist for the cheeky humour it brings to the (dressing) table.

This was a logo created for a puzzle game called Cluenatic. This game involves unravelling four clues. The logo has the letters C, L, U and E arranged as a maze. and from a distance, the logo looks like a key.

This logo is too good. For the name Eight, they have used a font in which each letter is a minor adaptation of the number 8.

Eighty-20 is a small consulting company which does sophisticated financial modeling, as well as some solid database work. All their work is highly quantitative and relies on some serious computational power, and the logo is meant to convey it.

People first guess that 20% of the squares are darkened, but that turns out to be false after counting them. The trick is to view the dark squares as 1's and the light squares as 0's. Then the top line reads 1010000 and the bottom line reads 0010100, which represent 80 and 20 in binary.

Kinda like the surreal green screen of The Matrix, they want us to read stuff in binary

This was a logo designed in-house for some internal event at IBM. I like that they are quite relaxed about the logo, unlike certain other companies who do not like the logo to be tampered with in any way even for internal promotions.

You might think the arrow does nothing here. But it says that amazon.com has everything from a to z and it also represents the smile brought to the customer's face. Wow, that is quite deep.

Labels: Humor

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I've always been a little weirded out by the Amazon logo. Honestly, it took a little looking at to realize that the little graphic element was a smile, and it took me years to put it together that it was going "from A to Z." The first few hundred times I saw that logo, I couldn't get over the fact that I was looking at a little yellow penis. How Freudian!  


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Well... the "eye bee m" logo was not designed in-house. The guy woo designed was the same that created the IBM's logo.
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Not bad...I never knew about (or noticed) the FedEx logo. Pretty nice.

I think logo design is almost an art form. Some logo's really convey a lot, and it's interesting to think how they came up with it.  


Oh, and another thing (this is the, uh, Amazon Penis guy again):

The Sneeze has a nice little interview with Lindon Leader, the creator of the Fed Ex logo that goes into depth concerning the "hidden arrow."  


Don't forget the Big ten logo for college athletics. There is an eleven hidden in there, because there are actually 11 schools in the big ten. Not as cool as some of yours, but still interesting I suppose.  


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I've been clued in on the arrow of FedEx from the makeover a few years back. It shows the power of the use of negative space in design, and the classic elegance in such.

If I might add, in the spirit of Saul Bass & Paul Rand, I'd like to add this fave major corporate logo to this topic:

Moen (example on this Moen site)


The color scheme connoting temperature, the stylized M suggested by the drops as well. Very slick. Even more dramatic in the presence4 of the bold slab sans typeface of the logotype.

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