I have probably seen the FedEx logo at least 5-10 times per week for as long as I can remember, just driving around, coming down the street or into the place where I happen to be working, or in commercials or occasionally on a package that I have received. But just recently, I noticed something peculiar about the FedEx logo.
I should preface this with how I have always considered myself to be pretty loyal to UPS, FedEx’s chief competitor in domestic shipping in the United States. I have worked at UPS over the last three winter breaks, helping out during the busy holiday season, and have grown fond of the image they have managed to create and the dominance of the markets of which I am a part. Let’s just put it this way: I sought out UPS and offered my highly qualified set of skills to them, and they were happy with my performance, and I’m kind of a big deal (which goes without saying), especially in the residential and light commercial shipping business. I didn’t seek out FedEx, because as far as the hierarchy of companies goes, it’s kind of like being a greeter at Wal-Mart when you could be a lead programmer for Microsoft. Ok, maybe not that bad, but in my estimation, it was close.
A couple of weeks ago at work, I saw a FedEx logo and noticed something strange about it. Ok, maybe strange isn’t the right word. Something ingenious.
Do you see it? Yeah, at first glance, it just looks like it’s FedEx. But wait, there’s something else. Something beckoning for your eyes to find it. “Please, notice me,” it’s saying. And once you notice it, you’ll never unnotice it.
Yeah, it’s an arrow in between the ‘E’ and the ‘x.’ It’s amazing. I wish I could meet and shake the hand of the marketing firm that came up with the idea to put an arrow in there. And you know what, maybe no one thought of it, it just happened. To this day, the FedEx Corporation may not know about this arrow that subtly graces it’s logo on every package, every truck, every commercial, every billboard.
To test my theory, I asked the FedEx guy that drops off packages at work every day. Believe it or not, he had no idea there was an arrow in the logo. And he said that he has been working for FedEx for six years. That’s true, ask him yourself. And now he knows.
Ever since I have noticed the arrow, the symbol of progress, of thrifty delivery and happy service, I have felt an unusual preference for FedEx despite my originally fierce loyalty to UPS. It’s no longer “what can Brown do for you?” Now, I just want my packages to go in a big white truck, with an arrow on the side, an arrow to the future, a speedy symbol of sure delivery. I don’t want to be asked a question, FedEx knows where to go (to the right; that’s where my shipments are going.)
Listen: Buckcherry, “Crazy Bitch”
Quote: “And now you know, and knowing is half the battle.” – G.I. Joe