You will have seen the FedEx logo many times, but you may not have seen the white space between the ‘E’ and the ‘X’ that forms a perfect arrow, suggesting a company moving forward and looking ahead. Subtle eh?!
The Pittsburgh zoo features another clever logo. On either side of the tree, the faces of a gorilla and lion appear in white. In many of these examples of hidden symbolism, the ‘secondary’ imagery is often found by looking at the ‘negative space’ of the logo
We all know the Amazon logo. Some see a smile under the lettering. However, have you ever noticed the arrow shows how Amazon take items from ‘A’ to ‘Z’.