Tuesday, August 14, 2007


It is odd when you notice something a little extra in every ordinary things. One of these things is the subliminal "arrow" in the Fed Ex logo. It is kind of like those funny 3D stereo-grams that were really popular in the nineties - once you get the knack seeing it you can never "un-see" it.

For those of you wondering what I am talking about it - have a look at the Fed Ex sign here - you can see the arrow between the E and the x.

I think it is a bit of brilliant design. However the funny thing is that it does not seem to have the same subtle effect when done in Arabic:

It made me double take when I first saw it on a van in Dubai. Some things just don't translate.

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