This is the logo for a package deliver company that is commonly know as Fed Ex. The logo was designed by Mr Lindon Leader of Leader creative. I think this design is really well thought out as it shows were the name of the of the company but illustrates it in way that suggests movement, shown through the arrow that is seen within the negative space that is between E and x. This stands out more prominently in the illustration bellow but the colour differences are what bring it out subconsciously. The way that the movement is suggested subconsciously suggests to people that the company has something to do with delivery makeing this design instantly effective. Once someone has noticed the arrow they are automatically draw to it again and again afterwards.