Whilst I’m in logo mode, I couldn’t resist putting this effort up by Lindon Leader, the designer of the infamous Fed Ex logo. For those unfamiliar with the ‘hidden secret’ contained within the logo, take a closer look at the negative space between the E and the x. Once you see it, you will never be able to not see it. Of course, lots of companies use arrows to symbolize forward movement and thinking. But that’s now. It wasn’t back then circa 1973. Another example of idea based design that stands the test of time.