Hidden messages

100% (read: 3 of 3) of all the participants in my poll regarding the Amazon logo have not realized the message behind the arrow pointing from A to Z. Now Tom points out another (potentially) subliminal message in a Logo to me. This time it’s FedEx:

FedEx Logo

Tom claims that there is an arrow hidden in the logo – hidden in plain sight that is. It took me about a minute to spot it. What about you?

However, I think it’s not on purpose. But maybe the purpose is to appear not on purpose? Who knows…


  1. I found it (in less than a minute 😉 … I do think it might really be on purpose, though I’m not sure either.


  2. Well, ok, this seems to clear it up:

    The power of the hidden arrow is simply that it is a “hidden bonus.” It is a positive-reverse optical kind of thing: either you see it or you don’t. Importantly, not “getting the punch line” by not seeing the arrow, does not reduce the impact of the logo’s essential communication.

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