'The FedEx logo is an iconic mark that hasn’t changed in its fundamentals since 1994, and is a great example of a ‘smile in the mind’ idea,' enthuses Jake Howlett, creative graphic designer from Free The Birds.
'A bold combination of purple and orange instantly set FedEx apart from a sea of plain logistics logos.'Īll this means that, almost 30 years later, the logo remains a timeless classic. 'More than the hidden arrow, what makes the logo so effective is the choice of colours,' adds David Nathan Davies, design director at Design by Structure. Deciding to rename as FedEx in 1994, is not just a case of 'shorter better' this is how their customers already referred to them.' Founded in 1971, it sounds like it could have been founded in 1871. After all, 'Federal Express' is not exactly a modern sounding name. 'But that is not the only brilliant factor in this piece of branding.
'Once the hidden arrow is seen, it can never be unseen,' says Alan Young, joint CCO at St.
