We asked our team to tell us about their favourite ever piece of design. It could be a logo, a building, an object (shoes, gadgets, product packaging). The only criteria was that they consider it a thing of beauty and have an emotional connection to it.

The FedEx Logo - by Brian Amey (Lead Designer)

“It's timeless, and it communicates two things perfectly.”

Why do you love it? What does it mean to you?

The hidden arrow. The fact that the shape was always there and was discovered. It just took a little tweaking of fonts to make the whole thing come together effortlessly.

The subliminal arrow could have easily been missed, but the designer spotted it and capitalised on the opportunity.

Read more about the history of the logo here.

What are your favourite aspects of the logo?

That it's not contrived. Once somebody discovers the hidden arrow it can't be unseen.

When you see this logo, what memories does it bring back?

Every time I see it on a FedEx van, I get slightly jealous that I never thought of it.