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Can you spot the negative space message in the Fed Ex logo?
Behind the FedEx logo’s simplicity, lays an arrow located in the negative space between the ‘E’ and ‘X’ pointing rightwards. While the arrow in the FedEx logo becomes obvious when it is pointed out, many people don't see it because they are not looking for it.
FedEx have used this negative space as a form of subliminal advertising of the brand, symbolizing forward movement and thinking. Very clever!
Go here to read more from the creator of the Fed Ex logo, Lindon Leader of Leader Creative
3 comments:
Never noticed the negative space until you pointed out....love the rebrand too...very creative Rachel
love the new brand! And also the email this morning - I hadn't noticed the fedex arrow but see it every time I look now.
KS
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