FedEx's hidden arrow

FedEx’s hidden arrow, and other visual advertising tricks

Excerpt:

You can see either the white arrow or the FedEx letters, but not both at once, because one is always the background to the other.

The current FedEx logo was shortened from the earlier company name Federal Express and given a new snazzy illusory design element, the background arrow between the “E” and the “x.” Did the company shorten the name to reduce the amount of paint needed for signage on its planes and trucks? That explanation makes no sense, unless the painters could use only one font size. Once the name was shorter, they could just paint the letters larger to take up the same space and use about the same amount of paint. In fact, according to Linden Leader, the graphic artist who designed the new logo, the FedEx CEO specifically requested that the logo be easily legible on every truck from five blocks away.

Instead the change resulted from a thorough analysis of the company’s name recognition in the market. Why might the new logo be more effective? One reason is that the arrow, a symbol that has special meaning to our cognitive system, helps to draw attention to the logo as a whole. Arrows indicate what scientists call “implied motion.” Visual neuroscientists Anja Schlack and Thomas Albright of the Salk Institute for Biological Studies have shown that neurons that respond preferentially to specific directions of motion in the world are also activated by arrows pointing in the corresponding direction, even though the arrows are not themselves moving but just represent the concept of motion.

The FedEx arrow pointing to the right signifies motion toward the future for those who write in English and other left-to-right languages. Moreover, because our motion areas also have more neurons that prefer cardinal rather than oblique directions, here the arrow invokes a powerful competition with the FedEx name itself, so our perception vacillates between “FedEx” and forward momentum. In languages read right to left, the FedEx arrow points toward the left, such as in the Arabic version of the logo, consistent with the corresponding cognitive representation of time’s arrow.

Comment: Never noticed it!