Can you see the invisible? Here’s 10 ways to help…


Take a look at the FedEx logo on the truck? Can you spot something in this logo? The FedEx logo, designed in 1994 by Linden Leader & Landor Associates has a hidden meaning. What do you notice? Letters? Colors? Shapes? Probably. But if that’s all you see, you’re missing something.

Take another look. Do you see an arrow? A white arrow. No? Look again. Look at the space in between the “E” and the “x”. The white space. Can you see it now?

This “hidden” arrow was intended to be a subliminal symbol for speed and precision.

There are lots of identities like this with hidden signs and symbols.

Here’s another one… What do you notive about this logo?  Colours?  Rounded friendly typeface? Look more closely at the “i”. What do you notice?

Yes, you’ve probably seen it now, it’s someone sitting on a seat.

Lila transportation logo by Moswo

Another famous French logo also has a hidden meaning…The Carrefour group is one the world’s leading distribution groups and the world’s second-largest retailer and the largest in Europe.  Carrefour in French means “crossroads” and in this logo you need to focus on the white space. Can you see the “C” for crossroads/carrefour (it took me ages to see this when I moved to France!)

The logo shows two opposite arrows inside a diamond shaping the “C” letter with the negative space between them.

The Carrefour logo “meaning “Crossroads

Often, when we are trying to be creative, we are trying to see the invisible, the great idea, the new innovation…the difference, that makes the difference. Well, here’s 10 Ways to help you see the invisible: Try one, and see what results you get.

1. Pay attention to your dreams.

2. Honour synchronicity.

3. Stop projecting your own assumptions onto everything.

5. Trust your instincts more.

6. Ask impossible questions.

7. Notice patterns.

8. Ask friends to tell you what your blind spots are.

9. Look through the eyes of the person who inspires you the most.

10. Ask children for the answer.

By the way, every time you see a FedEx truck, stop and ask yourself “What am I not seeing?” It only takes 10 seconds, but usually reveals some very useful insights. And even when it doesn’t, the act of asking the question will open your eyes a little wider.

logo references

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