The FedEx subliminal logo

Did you know that the FedEx logo has a secret object embedded within it? Despite the logo’s ubiquity, I’ve never noticed it. Steven at The Sneeze has the story and an interview with its award-winning designer. Now that I know the object is there, it leaps out at me every time I look.

The logo reminds me of this photo by Richard Gregory, instantly recognizable to anyone who took a neuro course in college:


Can you see what it is? Give it thirty seconds. That’s just a preview, because I don’t want to spoil it for you. Click here [link corrected] for an explanation embedded within an interesting lecture on neuroaesthetics by Vilayanur Ramachandran; scroll down and you’ll see it, though the entire article is worth reading. Looking at the picture now, more than a year after when I first saw it, it’s hard to believe the subject was so elusive at first look.


  1. A reader says:

    What the hell is it? I can’t find it in the article.

  2. Dante says:

    looks like a dalmatian sniffing the ground to me.

  3. Jacob says:

    Sorry, posted the wrong link. It’s corrected now. Dante’s on the money.

  4. Stephen says:

    Cool. No, I had never know before that that was part of their logo. Of course it was only about a month ago that I noticed that the ubiquitous Starbucks logo had a woman in the middle of it. I am not Mr. Observant shall we say.

  5. Erin says:

    It’s the principle of gestalt-our eye making sense of madness; though perhaps my eye enhances the madness–I still don’t see the dog, only a mean lookin’ hog.

  6. Erin says:

    Okay, so now I see the dog, but flip it around, so the head’s the tail and the tail’s the head, and you will see one strutting, bad-A, grimacing hog. I think I like the hog better, it has more moxie.
    (Another good article on aesthetics and the brain is in a collection of essays entitled “Understanding Wisdom.” If anybody’s interested.)

  7. Jacob says:

    I can’t turn the dog’s head into a tail, but I can see the snarling face you mention.

  8. Dante says:

    Ah, yes, I see a hog, one that has malformed legs and craps dalmatian heads ;)

  9. E says:

    That’s right. A gimpy, bad-A, watch yours, dalmation-eating hog. :)

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