my mom mentioned to me the other day that the fedex logo is amazing because it has an arrow between the E and x. astonished that i never shared this with her throughout my time in school i pondered well maybe i could write about it myself.
the shipping industry is (and has been) overcome with the obsession that moving forward and going somewhere should be explicitly demarcated on their trucks via their logos. well in the early 90s federal express was looking to retool their image and realized that their most loyal of customers were nicknaming them fedex.
after careful creation of a typeface customers would forever revel in the hidden arrow that resides between the E and the x. Do you choose FedEx now due to their designer-ly logo and catchy name or do you just have a disdain for the brown?
one further thing i would like to point out is that the other e dons a striking resemblence to the fancy flatware item also known as a butter knife.
-that's the way i see it.
