Originally known as Federal Express only, FedEx was first started in 1971 and only started off as a small delivery company. Today we know FedEx to be one of the top delivery companies in the world. FedEx has grown into the powerhouse delivery system totaling in millions of deliveries year round. The FedEx logo, created by designer Lindon Leader, is bright and easily recognizable that makes people anticipate their deliveries However, our eyes can almost overlook the unique way the words play and utilize positive and negative space. The words not only say FedEx, but the E and X together form an arrow. This arrow is a form of marketing to promote the companies speed and precision in an almost subliminal sense.