Designer Spotlight...(read more)
Today we take our hats off to Lindon Leader celebrating 24 years since designing the iconic FedEx logo. Leader began by manipulating the spacing between each letter, particularly the capital E and lowercase x, “I saw a white arrow start to appear and thought there’s something there”. Asserting the arrow implied accuracy and speed and provided a real “aha moment”. Lindon and associates presented their concepts to FedEx executives set on not mentioning the hidden arrow to road test its application. Incredibly, company CEO and Founder Fred Smith was the only one to see the arrow immediately and fell in love with the design. Fast forward and the logo has won over 40 design awards and assumed its position as one of the greatest trademarks of contemporary graphic design.