Wednesday, October 22, 2014

Thursday, September 23, 2010

FedEx Logo Fetish


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In my eyes, the most eye-catching logo ever designed belongs to FedEx. Since I frequently find it so difficult to take my eyes off of it, I got in touch with FedEx to see if they could provide any additional insights…

Dear FedExPerts:

Whenever I see the FedEx logo I end up staring aimlessly, and many times even not so aimlessly, at the arrow you cleverly stuck between the E and the x. Is this normal? Do other customers or employees tell you that this very mean optical illusion has them under its spell, too? How many cars crash into the backs of your trucks every year because the driver got sucked into staring at that addicting arrow?

Sometimes my eyes get so affixed to the arrow that I follow your trucks and end up at their next delivery stop instead of my planned destination. What advice do you have for breaking the hypnotizing and mesmerizing side effects caused by FedEx Arrow Addiction Syndrome? Can you send me something cool with a FedEx logo on it so I can force myself to look at it for so long that maybe I’ll start not to see the arrow anymore?

While I anxiously await your reply, it doesn’t absolutely, positively have to be here overnight, although it would be nice if it were. However, if you’re trying to cut down on your FedEx bills, feel free to respond by regular mail if you even use it.

FedExpressively yours,

A FedEx Customer Relations Department Representative responded with:

Thank you for your letter of June 12, regarding our logo.

FedEx has always tried to be a forward-thinking organization and the incorporation of the “arrow” in our logo proves that we want to remain that way. Thank you for your interest and observations. Should you like to know more about our logo you may go to the internet at:

We hope that you will remember us when the time arises that you need a quality express shipping service. I have enclosed a token of our esteem which I hope you will enjoy and use to assist you with breaking the hypnotizing and mesmerizing effects you have suffered by staring at the FedEx logo.

Final Thoughts: The first interesting thing about this response is that FedEx didn’t even FedEx it. That may be because my return address is a P.O. Box and their shipping label says they cannot deliver to P.O. boxes or P.O. ZIP codes. Yet Customer Relations impressively still delivered by investing $2.24 in First Class Postage.

Speaking of First Class, my attention was immediately captured by the phenomenal purple T-shirt enclosed. It features the hypnotic FedEx logo on the front and “FedEx cares” on the back. While wearing it, I can now enjoy seeing the logo from an entirely new perspective — upside down. Yes, even upside down the arrow is still in tact. This makes me wish I could do handstands so I can also experience this view in full size when FedEx trucks pass by.

The link Customer Relations provided leads to a piece called, “The FedEx Logo and its Designer.” In an interview with its creator, Lindon Leader, this fascinating read explains the rationale behind the logo. It’s in a section called “Articles & Texticles.” I’m hoping it was an article because I prefer not to look at anyone else’s texticles.

If you’re looking for a forward-thinking express shipping company, point yourself in the direction of FedEx. Although, if you’d like to gain a better understanding of a corporation’s identity package, you might pick up some interesting pointers when you Write The Company.

11 Responses to "FedEx Logo Fetish"

Traci Browne

September 23, 2010 at 12:39 pm


Dear Write The Company,

I guess I can say I’m commenting from under the rock in which I’ve been living. I never noticed the arrow in the logo! Thanks so much for pointing it out to me as now I’m completely mesmerized as well…I mean it’s just so freakin’ obvious!

Beth Harte

September 23, 2010 at 12:50 pm


This is EXCELLENT! Not only is comical (I am enamored with the hidden arrow too — design genius!), but it’s great to see that FedEx is a great service provider AND they are a cool company too.


Write The Company

September 23, 2010 at 5:40 pm


Traci, I’ve known about the arrow for years and have never gotten over how brilliant it is. Now that you know, you’ll see it jumping out wherever you see the logo. You’ll also probably find it irresistible to point out whenever you’re with someone and see the truck. Enjoy!

Write The Company

September 23, 2010 at 5:56 pm


Beth, Happy to connect with another fan of distinct design! In this case, FedEx clearly aimed to please.

Jed Langdon

September 24, 2010 at 10:44 am


Well I never! I can’t believe I have never noticed the arrow before! Thanks for educating me. Great logo and a brilliant response to your letter, their customer relations team are obviously doing something right!


Robert Pickstone

September 24, 2010 at 11:04 am


I love this blog post – really made me laugh!

Whilst I don’t have the same obsession with the logo as you do, I am very impressed to see and hear about the response you received. The company showed some of its personality.

Alexio Smash

September 24, 2010 at 11:32 am


Love the blog – made me smile! Happy arrow hunting.


September 24, 2010 at 4:30 pm


The use of white space in logos is always very intriguing. (Here’s a few:

How about asking UPS if they intend for them to come across as the plural version of “up,” as in “that guy can jump high, he has mad ups?” I can’t believe FedEx sent you a t-shirt! Excellent.

Write The Company

September 24, 2010 at 11:45 pm


Thanks for the link to the cool collection of logos!

I’ll give some thought to the UPS plural letter. Their trucks would get lots of attention if they put UPS Yours on them.

The FedEx T-shirt is definitely a winner. I appreciate you sharing your thoughts!

Free Shipping Matters More Now Than Ever | STELLAshopper

December 13, 2010 at 2:23 pm


[...] shoppers everywhere might be walking a bit slower today as they are mesmerized by the FedEx “white space” arrow in their logo as more branded trucks, uniforms, and planes [...]

custom signs

January 1, 2011 at 12:45 pm


Seeing that we already happen to be discussing points regarding Write The Company » Blog Archive » FedEx Logo Fetish, employing custom business signs is the best way to get noticed, and stand out from the pack. The problem with most local businesses, is that they usually use generic signs. That doesn’t draw attention to your unique brand, and also won’t create the same recognition. Custom business signs are a cheaper way to advertise, but you still have to be willing to invest some money if you want to see a noticeable return. They are great ways to advertise, but only if you put in the appropriate amount of personal effort.

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