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.