Wow. Somehow I'd never noticed the 'arrow' in the FedEx logo.
And now you will only notice it every time you see it. At least, that's what happened to me.
that sure took me a long while to figure out, even after i had read the comment.
-Spoiler warning-
It's between the E and the x. Right in the middle
Thanks for the spoiler, I couldn't find the arrow at all. It's very subtle.
These logos are "clever" in the sense that most of them employ use of negative space, i.e. the white space around black letters and figures. It's actually the first thing they teach you in design school. Still these examples are pretty neat.
I appreciate the site showing the black-and-white treatments of the logos, rather then their color variants. Color can be nice, but great logos read well without it.
Getting page not found
The same link on their home page isn't working either.
Working now
Can someone explain what Ohio national is doing on the list? All I see is a sunset behind a mountain. Its pretty, granted, but it doesn't seem to be in the same league as the other ones (dang is that food writer one clever -- Lochness, too).
The sun looks like an 'O' and the mountain looks like an 'N.'
I'm not seeing anything but the spoon in the food writer one... I tried crossing my eyes too. Help?
Inside is a spoon, but if you invert the background and foreground it looks like the head of a fountain pen. Very, very cool.