At one point on stage at the 2010 Brand New Conference, organizer and blogger Armin Vit joked, “Did you know there’s an arrow hidden in the Fedex logo?” It’s something that brand identity professionals take for granted, but is surprisingly little-known out of the industry. But once you’ve seen it, it doesn’t leave you.

I was really impressed to see the company’s commitment to this famous detail in their logo. Have a look at the arabic translation of the logo, it still contains the detail of the arrow created out of the negative space. Even better, it maintains consistency with the “regular” logo insofar as the arrow points in the direction that you read. Attention to detail always pays off.