There it is, right in front of your nose!

Can you see the hidden messages?

Sometimes we miss what's right in front of us - something that is so obvious when it's pointed out, you wonder why you never noticed it yourself in the first place. 

I've been asked a fair few times over the years - as a designer, what do you think is a great logo. My answer almost always gets a very disappointed or confused reaction, but when I explain why, you see the penny drop and another person understands why something so simple is something so special.

If you'd not already guessed it from the images rotating above, Fedex and Amazon are two logos I often reference when asked what's a brilliant logo. But you're probably thinking I see these everyday and there's nothing special about them. Look a little closer and think what the companies do. Fedex and Amazon both deliver stuff - can you see the arrows? 

On the Fedex logo its not obvious, but negative space is used to brilliant effect. For those of you that don't know what negative space is, its space formed/trapped between objects. Look between the E and the X - see anything you've not seen before? Wow - genius.

The amazon arrow is more obvious, but what is it trying to tell you? What letter does the arrow run from and to? A to Z, or another way of saying we get stuff from A to Z. They also stock a myriad of stuff, from A-Z and everything in between. Again - genius.

Now do you see the hidden magic? Do you look at these seemingly boring logos a bit differently now? But what's the last image of a building doing in there? This is the mediacom building in Spinningfields, Manchester. It's got an interesting looking facade full of holes. What's so special about that then I hear you ask. Well (and I quote from their website) "MediaCom is one of the world's leading media agencies. We plan and buy media for some of the largest advertisers." As we all know, media isn't just newspapers anymore, but that's what it predominantly was, and what are newspapers made up of? Print - print that is made up from printing plates, which (without getting into too much detail) contain halftoning. Halftoning is made up of different sized dots to achieve shade and tone in a black and white image in news print, like the holes on the front of the building. again - a stroke of Genius.

If you like what you've read here, you might like the book below. It's my favourite sort of book - small, not lots of words and full of nice pictures.

Keep an eye out for the blindingly obvious and happy hunting.