From 11:00PM PDT on Friday, July 1 until 5:00AM PDT on Saturday, July 2, the Shmoop engineering elves will be making tweaks and improvements to the site. That means Shmoop will be unavailable for use during that time. Thanks for your patience!
We have changed our privacy policy. In addition, we use cookies on our website for various purposes. By continuing on our website, you consent to our use of cookies. You can learn about our practices by reading our privacy policy.
© 2016 Shmoop University, Inc. All rights reserved.

Glory

Logos for large companies can be around for years. FedEx's logo has been around since 1994—long before they swallowed up Kinko's. Lindon Leader of Landor Associates redesigned the logo in order to change the name from Federal Express to a snappier sounding "FedEx." Take a look at the logo. It's snappier, too. Notice a small arrow in the negative space between the E and X. Total subliminal advertising! Graphic designers can create designs that cause a psychological reaction. Preferably a positive one. If you induce a negative physical reaction instead, you really haven't done your job.

Advertisement