Logo design is a powerful tool in business. But logo creation is not about just throwing together a word mark, some clip art and a snazzy tagline. There is an extreme amount of thought involved if you wish to have an identity that is memorable. Cleverness seems to help a lot. Take a look at these two examples.. I think you just might recognize them.

FedEx may seem to be a neatly coloured word mark, but if you look closer you may notice the arrow made out of the whitespace between the 'E' and the 'x'. Coincidence? I don't think so. In this case the arrow speaks of the company's movement and speed, but if the viewer doesn't see it, that's okay, it's still a powerful logo.

Amazon’s logo is super clean and simple; a plain black font with a yellow arrow. But two little details make this logo clever. The arrow starts at “a” and ends at “z”, indicating that you can find anything on Amazon.com, from A to Z; the cute brush stroke makes the arrow look like a smile with a hidden message – shopping on Amazon will bring a smile to your face.

So now that you've seen a few of the clever strategies out there, I challenge you to try your hand at identifying those memorable logos you see day in and day out at www.guessthelogo.com and pick up a few more tricks to try out with your own corporate identity.