The FedEx brand is an outstanding example of a well constructed logo. It has won over 40 design awards, and is ranked as one of the best logos ever created. The arrow connotes “forward direction, speed, and precision” according to Lindon. An arrow by itself is fairly mundane and common. Yet, due to the arrow being hidden, it adds an air of surprise, creating that ‘aha’ moment once it has been revealed. Matthew May writes a full article on the design and throughout process behind the logo, you can read the full article here.