This is the logo for the American multinational courier delivery services, FedEx. It was designed in 1994 by Linden Leader & Landor Associates. It has been ranked one of the 8 best logos of the past thirty-five years by Rolling Stone Magazine. When looking at this logo, it fist appears as something simple, people read it and they see the word FedEx, but when you look further into this logo you see an arrow between the “E” and “X”. The positive and negative space between these two letters work together to form the arrow in between. This arrow is suppose to represent the rapid movement/ speed of the company. It is a powerful symbol that fits the company. This logo also uses bold colors that contrast well against each other. It is simple and clear. I like the fact that the message behind this logo is not obvious, it makes you think and analyze the meaning behind it. I believe the designer did a good job incorporating positive and negative space when creating this logo.
For more information on the logo and designer who created it head over to: http://logodesignerblog.com/lindon-leader-the-man-behind-the-fedex-logo/