A Logo: From Revolutionary to Evolutionary

The Federal Express Corporation was invented in 1973. What you need to know about the year of 1973 was that the market was still only in the U.S., there was only one packaging type, and only one delivery time.

About 30 years later, Federal Express was still in business but was losing market share. By this time, the company had added new services, was shipping to 186 countries, and had gained many competitors.

They needed a new brand that would help reposition the company. They hired global design firm Landor to do the job.

There were over 300 designs created during the redesign of the logo. Also the name of the company changed from Federal Express to its communicative name: FedEx.

The amount of research put into the new branding of FedEx was extensive. The logo seems simple and to the point. However, through my design experience I’ve learned that nothing is arbitrary.  

“This is a fine example in which in-depth preparation led to an iconic solution”. – David Airey

Source: This is a summary of excerpt with commentary in the following: LogoDesignLove: A guide to creating iconic brand identities, by David Airey.

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