FedEx
Check out the white space between the E and x in “Ex.” Can you spot the arrow? Now you’ll never be able to look at a FedEx truck or box without seeing it.
Baskin-Robbins
Famous for its thirty-one ice-cream flavors (though the company’s expanded beyond that original number at this point), Baskin-Robbins unveiled this new logo in 2006 to commemorate its sixtieth anniversary.
Pittsburgh Zoo & PPG Aquarium
The tree stands out almost immediately, but if you give the image more than a cursory glance, the designer’s remarkable use of white space becomes clear. There’s a lot of life in this logo, which makes it perfect for a zoo-aquarium combination.
Northwest Airlines
Before merging with Delta, Northwest’s logo was one of the best in the industry. The N and w within the circle are fairly obvious, but did you know the circle also serves as a compass? And guess which direction the arrow in the upper-left-hand corner (or the beginning of the w) is pointing?
Toblerone
There’s a slightly obscured bear within the Matterhorn Mountain if you look closely. That’s because the candy bar hails from Bern, Switzerland, a city supposedly named for a bear.
Carrefour
The name of this French international retail chain translates to “crossroads,” or “intersection” in English. The two arrows pointing in opposite directions indicate this, but there’s also a big C hidden in the white space.
Amazon.com
I never thought about the reason for the arrow under Amazon until I noticed where the arrow begins and ends: a and z. Because Amazon offers everything from A to Z! It’s possible I’m the last person on Earth to figure this out.
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