I am very glad that the process of communication was outlined so well here. Also, I appreciate that the logo is NOT the brand has been emphasized (along with the client's needs.) These concepts are often only given token respect in school, and students often graduate with an inappropriate sense of self-importance. Not everyone is going to get a chance to design HP, and most often, barely presentable is better than whizz-bang.

The FedEx logo hints at its mission by incorporating a sideways arrow between the “E” and the “x.”

Help me out here - just where is the arrow?