Is this the second best logo in the world?

There are hundreds of candidates for "world's best logo", particularly when there are hundreds of opinions about what makes a logo great. One of the frontrunners, though, would surely be the FedEx logo (left). Many marketing and design professionals (myself included) recognize that the negative-space arrow in the logo between the "E" and the "x" make it truly special (many would call it the best logo for that reason). Not only is the logo simple and recognizable on its own (which every logo should be), but it goes a step further by using design to offer supplemental meaning. In this case, a subtle arrow that represents movement and even speed - an association that surely enhances FedEx's brand message.

Global Fund for Women has also accomplished that same elusive feat with their logo (above). Do you see it? The two purple dashes help outline the letter "E" of course, but they also create the mathematical equality sign ("="), which also happens to be the primary cause of the organization (equality)! Genius!

This logo is simple and recognizable (the prerequisite for design quality), but has also introduced a subtle design element that adds a powerful, supplemental meaning. In my opinion, that makes the logo equal in stature (see what I did there?) to the FedEx logo. Well done!

LESSON FOR MARKETERS:

Your logo should be simple and recognizable. That's the minimum requirement. And many high-profile logos are just that (think Nike, Apple, Pepsi). If, however, you can take it a step further by introducing meaning that strengthens your brand message, that's what makes your logo exceptional! 

YOUR TURN:

What other logos are exceptional (because of the presence of supplemental meaning)? Comment below.

P.S.:

You should donate to the Global Fund for Women. They're doing some great things over there.

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