Fedex, What's in a Logo

WHAT’S IN A LOGO?

You have talked about subliminal messages in advertising. You can also find them in company logos. Take FedEx for example.

Look at the attached image of FedEx . After you read this, you will have a new appreciation of what the designer put into the FedEx logo. The name FedEx itself, rather than being Federal Express, has been shortened to imply speed. The designer also used big, sturdy type which gives the impression of strength.

Have you ever noticed the white arrow in their logo? The arrow points right, out of the E and into the X. Once you see the arrow, you will probably be looking for it on the next FedEx truck you see.

Next, notice the shape of the X which is different than a normal X. This shape is intended to represent an airport runway where the FedEx planes take off and land.

Then, look at the large E. Notice that the openings are different size? This represents the loading bays where the FedEx trucks back in for loading and unloading parcel. Large trucks load at the bottom, bigger bay and small trucks load at the top, smaller bay.

Now, look at the round portion of the d. Notice that it isn’t truly round? The d was designed to look like the wheel of a truck at an angle. Even has a hubcap.

Even the logo colors are what they are for a reason. “Fed” is dark blue because FedEx flies by the blue of night and the “Ex” is orange because they deliver by the orange of dawn. When the “Ex” is green, that represents a truck that uses ground delivery.