New FedEx Logo Design Concept Roasted Online

It’s one of the most instantly recognizable logos of all time, and at first glance it seems deceptively simple. Indeed, we can all remember where we were when we realized that a secret arrow was lurking inside the FedEx logo. But what if it was a little easier to spot?

A Twitter user came up with a simple fit to the iconic design that sees the negative space between the final ‘e’ and the recolored ‘x’ in the company’s purple signature. Sure, it stands out a lot more – but without that “hiding in plain sight” subtlety, is this still one of the best logos ever?

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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 comment on the design – and Design Twitter responded vehemently, with many (admittedly quite funny) responses pointing out that the new design is way too precise. But are they really the ones who are being trolled?

If we are being honest there is nothing that wrong with the concept of Cassaro. It looks nice and clean, and it certainly makes this arrow a lot easier to see – all without sacrificing the FedEx aesthetic. But it seems to have drawn the wrath of Twitter design, which resulted in a pretty hilarious comment thread – with many suggesting how the arrow could even be made. Following 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’re so toast, dude listens to the design folks, that’s negative space for a reason, that’s what makes it cool,” one user comments, while another adds, “respectfully, this doesn’t is not an improvement. Contrast / readability of the text is sacrificed to put too much emphasis on the Easter egg. “

But it’s not all bad news. The thread clearly provided a lot of fun for onlookers – and it’s really hard to tell who is ironic in their furious response, and who is just fiercely committed to the greater good that is Design Twitter.

And from Cassaro’s Twitter account, we have a feeling this was probably all a joke from the start. Not only is this “hidden” arrow one of the world’s most famous Easter Eggs, the guy runs The Young Jerks, an “independent branding and packaging studio run by hyper-intelligent Golden Retrievers.” So here is. Probably a joke.

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Well, if all that hasn’t completely dissuaded you from embarking on your own project, be sure to take a look at our guide to logo design – lest you risk incurring Design’s wrath. Twitter.

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