You might think the arrow does nothing here. But it says that amazon.com has everything from a to z and it also represents the smile brought to the customer's face. Wow, that is quite deep.
Am not sure how many of you have noticed a hidden symbol in the Federal Express logo. Yeah, I am talking about the 'arrow' that you can see between the E and the x in this logo. The arrow was introduced to underscore speed and precision, which are part of the positioning of the company.
The above are two magazines from the Readers Digest stable. Again, the attempt to communicate what it is about quite figuratively through the logo catches my attention.
There are a few more examples here.
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