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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.

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