FedEx Corporation (formerly “FDX Corporation”) is a world-renowned American courier delivery services firm founded in Little Rock, Arkansas in 1973 by Frederick W. Smith. Originally named “Federal Express Corporation”, its current name was adapted in 2000. FedEx is widely regarded as one of the most active and reliable carriers in the world.
With total assets of US$ 29.9 billion as of 2012, the company employs 300,000 people across the world.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF FEDEX LOGO
Shape of the FedEx Logo
The earliest logo of Federal Express logo was created in 1973 by Richard Runyon. It featured the company’s name in a diagonal position on a blue and white background. The company’s immense success as a huge global delivery firm led to a highly innovative redesign and a massive advertising campaign to support it.
The current version of the FedEx logo was designed in 1994 by Lindon Leader of Landor Associates. It turned out to be a huge success and made a perfectly iconic corporate image for FedEx. The logo uses hidden symbolism to carry the brand’s message. Although it may appear very simple, the FedEx logo contains an arrow positioned in the negative space between the “E” and “X” pointing rightwards.
While this arrow becomes quite apparent when noticed, it sure is totally missed by many viewers. It has been utilized as a form of subliminal advertising of the FedEx brand, typifying forward movement, accuracy and thinking.
The FedEx Logo is a prime example of superb ubiquity and inspiring symbolism. Widely regarded as one of the greatest logos ever designed, it has won many prestigious design awards.
Colors of the FedEx Logo
The purple color in the FedEx logo typifies elegance, prestige and prosperity, whereas the silver color stands for sophistication, creativity and perfection.
Font of the FedEx Logo
The FedEx logo uses a custom typeface.