KLM, Cisco systems, IBM, Amsterdam city - you know them. But what must a perfect logo meet? It is distinctive, recognizable: brilliant in simplicity. And that last point in particular is interesting, because it is not that simple: designing a logo that will stay with you. The Federal Express parcel service shortened its name (fast service, they would have thought fast name) and hid the core of their work in the negative whitespace between the last "e" and the "x". If you are in logistics, it takes courage and vision to realize such a word image. As designers we think that is more than good or beautiful, even after 23 years it is still timeless.