The Logo page Subj: Outstanding Logos & What's Behind Them From: auntiegah@yahoo.com on 12/19/2006 How many of you have noticed a hidden symbol in the Federal Express logo: Yeah, I am talking about the 'arrow' that you can see between the E and the x. The arrow was introduced to underscore speed and precision, which are part of the positioning of the company. -o0o- The SUN Microsystems logo is a wonderful example of symmetry and order. It was a brilliant observation that the letters u and n while arranged adjacent to each other look a lot like the letter S in a perpendicular direction. Spectacular. -o0o- This was a logo created for a puzzle game called Cluenatic. This game involves unravelling four clues. The logo has the letters C, L, U and E arranged as a maze. and from a distance, the logo looks like a key. -o0o- Eighty-20 is a small consulting company which does sophisticated financial modeling, as well as some solid database work. All their work is highly quantitative and relies on some serious computational power, and the logo is meant to convey it. People first guess that 20% of the squares are darkened, but that turns out to be false after counting them. The trick is to view the dark squares as 1's and the light squares as 0's. Then the top line reads 1010000 and the bottom line reads 0010100, which represent 80 and 20 in binary. Kinda like the surreal green screen of The Matrix, they want us to read stuff in binary -o0o- This was a logo designed in-house for some internal event at IBM. I like that they are quite relaxed about the logo, unlike certain other companies who do not like the logo to be tampered with in any way even for internal promotions. -o0o- You might think the arrow does nothing here. But it says that amazon.com has everything from a to z and it also represents the smile brought to the customer's face. Wow, that is quite deep. \\\// -(o o)- ========================oOO==(_)==OOo=======================