Hidden Meanings in Popular Logos
Can you spot something in this logo? The FedEx logo, designed in 1994 by Linden Leader & Landor Associates, at first appears simple and straightforward. However, if you look at the white space between the “E” and “x” you can see a right-facing arrow. This “hidden” arrow was intended to be a subliminal symbol for speed and precision.
That yellow arrow is more than just a decorative swoosh. The Amazon logo was created to represent the message that it sells everything from A to Z (the arrow connects the two letters) and also represents the smile that customers would experience by shopping on the Amazon.com Web site (the arrow becomes a smile).
Lamenting the loss of the old Northwest Airlines logo (shown here), pilot Patrick Smith published his critique of the new logo in his “Ask the Pilot” column at salon.com, saying the airline’s previous circular corporate logo was, “quite simply, a work of genius. It was an N; it was a W; it was a compass pointing toward the northwest.”
Do you see the right half of a smiley face? Or do you see a lower case “g”? In either case, you’d be correct.
The Carrefour group is one the world’s leading distribution groups and the world’s second-largest retailer and the largest in Europe. As explained by graphicdesignblog.org, Carrefour in French means “crossroads” and the logo shows two opposite arrows inside a diamond shaping the “C” letter with the negative space between them.