For this entry I will describe and give my opinion about the international shipping company’s logo; FedEx Express. The original Federal Express logo was designed by Richard Runyon in 1973. It consists of the name ‘Federal Express’ in a diagonal position with blue and white background. Just like Shell, FedEx maintained a color pattern to distinguish themselves from the competition. As you can see the “Fed” of federal is in blue and the “Ex” of express is in orange. These colors combined gives the logo more strength and therefore also given strength to the company.
The logo itself is one of the most easy recognizable images I’ve seen, though it isn’t very abundant in my opinion. Most companies, just like FedEx, make a logo from the company’s name. For customers it is easier to relate the company’s work through a logo that gives the company its identity. What I mean by this, is that customers will recognize the company, with its corporate identity, much better when they turn the company’s name into a logo. This is exactly what FedEx wanted to reach. I think this was a good move from FedEx and should be admired even though the strategy of the color pattern and the simplicity of the logo weren’t from their own.
In my opinion FedEx hasn’t got the greatest looking logo, but it sure is consistent in every way with a great level of recognizability. Though the strategy wasn’t from their own, they established a good logo that is highly distinguishable.
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