The Peristaltic Testator

For a few years now, I've been on a mulling quest. Every now and again someone points out what should have been obvious, but does so in ways that completely change the object's perception with others. What was hidden becomes obvious, often in ways that should have been obvious years, perhaps decades before.

George Hrab coined a term for this phenomenon: subvious, the opposite of "obvious" in his book. Reading the chapter on subvious in his podcast, he presents the so far ultimate example of subviousness created, the FedEx logo:



The subvious element of this now-iconic logo is simple: between the capital E and the lowercase x, — now deliberately joined — form in the white space between them an arrow, conveniently traveling in the direction one reads English, from left pointing to the right. This was an intentional subvious element, a creation of the firm Federal Express hired to spruce up their image a few years ago. Though it was there in the white space all along, I never saw it until a radio story mentioned it as an intended element of the logo's design. Now I and George and probably (if you were unaware of it before) you reading this right now will not be able to see that FedEx logo without seeing the arrow. It's that powerful an element.

Which got me to thinking: What about a chronicle of those moments of subvious enlightenment? Why not personally look to find what should be obvious but somehow isn't? ( To the chronicles! )

Considering the recent branding change undergone by WalMart, the SmartBrandBlog notes; "To date, there’s been no reasoning nor any explanation of what the new “star burst” visually represents. . . ."

I think any fan of Kurt Vonnegut should know the answer to that. From his Breakfast of Champions, here is Kurt's picture of an asshole:



Perhaps this is a bold new move toward at least implying more truth in their advertising.