A great logo can sum up a brand without the use of lengthy descriptions, and a clever twist can communicate more than just a name.
Have you ever noticed the arrow in the Fedex logo? 
It represents swift and slick service, is relevant to the brands message and has been incorporated in a simple and unfussy way. The best use of negative space happens when the design looks effortless and understated, as if it just fits that way.
See if you can spot the hidden imagery in these logo designs..
Yoga Australia logo designed by Roy Smith
