The FedEx company was founded in 1971 as a packaging delivery startup. Over several decades, it has developed into a powerful logistics brand and trend setter.
The company’s award-winning logo became one of factors behind the mind-blowing success of FedEx. The famous FedEx logo is renowned for its clever design and hidden elements, making it a standout in the world of corporate branding.
Have you ever seen the hidden arrow in the FedEx logo? It’s a tricky optical illusion. If you look closely in the negative space between letters E and X, you’ll spot a white arrow. It stands for speed, accuracy, strive for perfection, and perseverance in achieving goals — all core tenets of the FedEx brand.
Each shade on the logo also has its meaning. You might have noticed that the “Ex” part of the name changes its color across different displays. It’s a witty way to distinguish the departments inside the company. We’ll touch on this more later.
The first FedEx logo saw the light in 1973. The emblem featured the full company name “Federal Express” inside a rectangle which was divided in two by a diagonal line. The corporate color palette included three hues (blue, red, and white) that portrayed the ideas of power and professionalism. That particular color scheme was aimed to draw attention to the fact that FedEx hired both former employees of the US government and common people.
The current FedEx logo, with its clever use of white space to create an arrow, has remained a timeless and adaptable design since its introduction in 1994. The management decided to get rid of the long company name in order to achieve simplicity and avoid the negative associations caused by the word “federal.” From almost 200 options, designers picked the one with ideal proportions and balanced colors. FedEx has been loyal to the emblem ever since.
Just like many businesses, FedEx has had its share of changes over the years. And so has its logo.
The FedEx logo has a rich history that dates back to 1973 when the company first opened its doors for operations (after being founded by Frederick Smith in 1971). The first logo, designed by the legendary Paul Rand, featured the company’s name “Federal Express” in a bold, blue font with a red and white color scheme. This design was meant to convey the company’s promise of speedy delivery and reliability. The use of the word “Federal” was a strategic move to attract the Federal Reserve Bank as a customer, emphasizing the company’s credibility and trustworthiness. The logo’s design was heavily reliant on a wordmark, making it straightforward yet impactful.
In 1991, FedEx made a significant move by acquiring the Flying Tigers network, which led to a rebranding effort. The company introduced the abbreviated business name “FedEx,” marking a new era in its identity. The new logo featured an all-caps font, and the previous rectangle was removed, giving the design a more modern and streamlined look. The rounded and bold typeface, combined with the purple and orange color scheme, provided a fresh and dynamic brand identity. This transition was a pivotal moment in the company’s branding and marketing efforts, setting the stage for the iconic logo we recognize today.
The FedEx logo design is simple only on first sight. It has a steady place on the lists of top company logos. The logo looks stylish and relevant even decades after its last redesign. Let’s take a look at its fundamental elements.
The FedEx logo is not just a single design but a family of color variations, each signifying different sections of its business. The letters “Ex” in orange denote FedEx Express services, while the green “Ex” signifies FedEx Ground. The red “Ex” points toward FedEx Freight, and the blue “Ex” stands for its Office services. Additionally, the yellow “Ex” denotes its trade networks. These variations are used across different platforms, including the company’s website, marketing materials, and packaging, ensuring that each service is easily identifiable.
The FedEx logo has won over forty design awards worldwide, including recognition from Rolling Stone Magazine as one of the top eight designs in three decades. The logo’s design has been a crucial element in the company’s branding and marketing efforts, and it continues to be an iconic symbol of the company’s brand identity.
The FedEx logo’s evolution is a testament to the company’s commitment to excellence, speed, and reliability. From its humble beginnings as Federal Express to its current status as a global logistics leader, the FedEx logo has remained a constant symbol of the company’s values and mission.
The FedEx visual identity is a great creative source for startups to draw inspiration from. Now it’s your call! Come up with your own strong message and incorporate it into a simple, edgy logo.
Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. If you have specific questions about any of these topics, seek the counsel of a licensed professional.
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