New FedEx logo design concept gets roasted online

FedEx logo
(Image credit: FedEx/Dan Cassarro on Twitter)

It's one of the most instantly recognisable logos of all time and, at first glance, appears deceptively simple. Indeed, we can all remember where we were when we realised that there's a secret arrow hiding inside the FedEx logo. But what if it was a little easier to spot?

One Twitter user has proposed a simple adjustment to the iconic design which sees the negative space between the final 'e' and 'x' recoloured in the company's signature purple. It of course stands out a hell of a lot more – but without that 'hiding in plain sight' subtlety, is it still one of the best logos of all time?

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Designer Dan Cassaro shared the 'self-initiated' redesign (above) this week, suggesting that the arrow (arguably one of the best uses of negative space ever) is currently too hard to see. Cassaro asked for feedback on the design – and Design Twitter has responded vehemently, with many (admittedly pretty funny) responses pointing out that the new design is far too on-the-nose. But are they the ones really being trolled?  

If we're honest, there's nothing that wrong with Cassaro's concept. It looks nice and clean, and it certainly makes that arrow a lot easier to see – all without sacrificing FedEx's aesthetic. But it seems to have drawn the ire of the unsuspecting internet, resulting in a pretty hilarious comment thread – with many suggesting how the arrow could be made even more obvious.

FedEx logo concept

Not enough arrows (Image credit: @andrewjaguirre on Twitter)

FedEx logo

Still not enough arrows (Image credit: @modestmorse)

FedEx logo concept

Not obvious enough (Image credit: @apixelpusher)

"You got so roasted, dude listen to design peeps out there, it's negative space for a reason, that's what makes it cool," one user comments, while another adds, "respectfully, this is not an improvement. Contrast/legibility of the text is sacrificed to over-emphasize the Easter egg."

But it's not all bad news. The thread has clearly provided plenty of amusement for observers – and it's genuinely difficult to tell who's being ironic in their furious response, and who's simply fiercely committed to the greater good that is Design Twitter.

And based on Cassaro's Twitter account, we have a feeling the whole thing was probably a joke from the start. Not only is that 'hidden' arrow one of the most famous design Easter eggs around, but the guy runs The Young Jerks, an "Independent Brand and Packaging Studio Run By Hyper-Intelligent Golden Retrievers". So, yeah. Probably a joke. 

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Well, if all of that hasn't entirely put you off embarking on your own project, be sure to take a look at our guide to logo design – lest you risk incurring the wrath of Design Twitter.

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Daniel Piper
Senior News Editor

Daniel Piper is Creative Bloq’s Senior News Editor. As the brand’s Apple authority, he covers all things Mac, iPhone, iPad and the rest. He also reports on the worlds of design, branding and tech. Daniel joined Future in 2020 (an eventful year, to say the least) after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more. Outside of Future, Daniel is a global poetry slam champion and has performed at festivals including Latitude, Bestival and more. He is the author of Arbitrary and Unnecessary: The Selected Works of Daniel Piper (Selected by Daniel Piper).