FedEx has been a prominent delivering company since 1971. The FedEx logo is widely recognized and considered among the most successful graphics in the world. This award-winning logo is seen daily on the sides of delivery trucks or packages and envelopes delivered in your mail.
The FedEx logo is a two-color design that is comprised only of sans serif type. The type is fairly condensed in relation to one another. Each letter touches the next without overlapping. The letters are a medium weight with the “F “ and “E” being the only two characters capitalized. The choice in capitalization along with the color palette makes the viewer able to distinguish the two words without any physical separation between them. The most interesting feature of this logo is the arrow formed by the negative space between the uppercase “E” and lowercase “x”. This clever addition to the design expresses the message that they are a progressive company. The main logo used by FedEx is purple and orange in color. The “F”, “d” and “E” are all the same height, giving the design a balanced composition.
The FedEx logo has come a long way in its design. The first FedEx logo was created for a small company and was colored red, white and blue to covey its relationship with the United State’s government. The former logo also spelled out “Federal Express”, greatly contrasting with the modern shortened version. FedEx has been successful in packing a lot of meaning into a simple logo design. The clean lines and consistent text weight makes for easy readability. The arrow featured as an optical illusion is unique and adds a sense of playfulness in an otherwise straightforward design. The alterations made in their logo seem to have evolved with their growing success as a company. The current color choice and clean design allows the company to expand their presence and relate to potential customers outside of the United States. The FedEx logo design successfully expanded the company internationally and is universally recognized as a symbol for their brand.