People are only just realising subtle cryptic message in FedEx logo

Companies around the world understand the crucial role of making a lasting impression on customers, and clever branding is key to achieving this.

FedEx stands out as a prime example of logo design excellence, with its clean and simple emblem receiving high praise from design experts and industry leaders alike.

At first glance, the transportation company's logo seems straightforward, featuring its name in bold colours. Yet, a closer look reveals a subtle arrow nestled between the 'E' and 'X', symbolising the efficiency and speed of FedEx's delivery services.

The use of a clear, blocky font further reinforces the brand's purpose in a subtle yet effective manner. Richard Lau, president of LOGO.com and a notable figure in logo design and marketing strategy, commented: "Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most."

Speaking specifically about the FedEx logo, he remarked: "It's a clever way to convey the brand's promise without explicitly stating it."

The FedEx logo is a frequent topic of conversation in design circles and has garnered attention on social media platforms.

Observant customers have even taken to X, previously known as Twitter, to express their admiration for the company’s iconic branding.

One said: “Design is everything. The best logos contain subliminal messages – often in the 'negative space' – that reinforce the brand's guiding mission. FedEx. Moving things forward. But, you probably never noticed the arrow, hiding in plain sight as if to say, ‘Moving things forward'."

A second person commented: “Was one of the first things I learned on my graphic design course. Blew our minds!”

Another person was disappointed in themselves for only recently spotting the elusive arrow. They said: “I literally had no idea there was an arrow in the FedEx logo until today [sad face].”

A fourth person replied: “It took me [a while] to notice that, too. They don’t make it very obvious."

One social media user said: "Oh my God I found it and now I can’t unsee." Sharing similar sentiments, another said: “I never see it unless someone points it out then I can’t unsee it for MONTHS!"

Uber Facts asked: "What's the one thing you can never unsee?” to which, one person replied: “The arrow on FedEx logo between the E and X."