Subliminal Typography trick in FedEx logo

December 8th, 2004 by Scott Janousek

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This isn’t anything to do with Flash, but it’s cool nevertheless …

Ever notice the fedex logo has a (subliminal) arrow icon in it even though it’s only made up of only typography?

Look at the EX (the inside white part) … I’m sure it’s no coincidence, rather
a cute marketing trick a designer came up with.

www.fedex.com

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4 Responses to “Subliminal Typography trick in FedEx logo”

1. caseyc Says:
   December 8th, 2004 at 12:02 pm

   Good catch, it’s definitely done on purpose. Typing “FedEx” in Futura bold you see that they reduced the height of the “x” (as well as the other lowercase letters) and modified the whitespace to form a symmetrical arrow. Cool.

2. Bob Clagett Says:
   December 8th, 2004 at 12:02 pm

   Yeah, that logo was one of the big ones we studied in school..
   It was definitely intentional, and that company (can’t remember their name) does that sort of thing a lot.

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   July 22nd, 2005 at 10:09 pm
   
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