Hidden Bonus

I love this logo.

It's everywhere in New York - on vans and shops - and every time I see it it makes me smile.

I point it out to people and each time they're surprised.

Can you see it?

Look closely.

Closer.

OK - look at the negative space between the E and X. This picture really highlights it. 

Now what do you see?

The arrow is practically subliminal - you almost never notice it unless it's been pointed out - but once you see it you it jumps out every time.

It's a masterpiece of design - transforming a mundane and over used symbol, designed to communicate speed and precision, and elevating it into something beautiful and rewarding.

The designer, Lindon Leader, sums up the effect:

The power of the hidden arrow is simply that it is a “hidden bonus.” Importantly, not “getting the punch line” by not seeing the arrow, does not reduce the impact of the logo’s essential communication.

It's similar to the layered meanings that that Jason discussed here. The design rewards the viewer when they 'get it', but not 'getting it' doesn't detract from it's ability to communicate. Rather, it adds another layer to be appreciated.

What's more, the hidden device becomes a social object of sorts - a piece of social currency:

I can’t tell you how many people have told me how much fun they have asking others “if they can spot ‘something’ in the logo.”

Easter eggs have long been a feature of films and games - the hidden message or object rewards those who are more involved and digging them out triggers the formation of knowledge communities - it seems like a very sensible trope for brand communicators to embrace. 

A hidden bonus is a great way to start conversations.

Comments

[Fraser & Paul]

Love it. Surely the arrow's pointing backwards though? Unless the van's going in reverse...

[keatso]

Wow. This is taught in graphic design 101

[keatso]

Wow. This is taught in graphic design 101

[Faris]

Da frase and Paul - yeah maybe.

Keatso - excellent - so it should be! Of course, not everyone took graphic design 101...

[Charlie Gower]

nice Faris, nice

[Zac Martin]

Now that you mention it I'm not going to be able to stop noticing it. Interesting post.

[AJ]

ha! I'm sooo the aspiring design and identity student, and I'd never realized this. Brilliant. Thanks Faris ;)

[Ray]

A little late in responding, but FedEx has always been a favorite. I am really glad that they have kept the focus slightly off the radar. I wonder if the branding team at FedEx ever feels the temptation to exploit the arrow in a more direct and obvious way. If they have, I'm glad that they have resisted thus far.

[Faris]

hey dude

yeah - they did want to - from Lindon's interview thing:

Early on, before the brand rollout in mid-1994, FedEx’s public relations agency was preparing to emphasize the arrow as a secondary graphic to underscore the “speed/precision” positioning. They proposed to leverage this in their FedEx communications. Landor put its foot down and said, “No way.”

Good work Landor.

[Rob Mortimer]

One of the first things I learnt from graphic design books. Love it.

[Wavish]

This is so so beautiful, I love pointing it out to people too... everyone really seems to get a kick after seeing it for the first time - absolute genius!

[Chris Kieff]

Yes but where's the easter egg in your post? It kind of leaves one wanting more. Like the wired magazine article discussing alternate reality games with the hidden coded messages. The hidden messages were actually simply article call outs. How can you post about easter eggs and not include one? Even a Rick Roll would be better.
Other than that, excellent post.
Chris