FedEx Logo

VISUAL COMMUNICATION: I ran across an interesting interview with the creator of the FedEx logo today at The Sneeze. They talk at length about the hidden arrow between the E and the x, which I had never noticed before.

Why choose to keep the arrow so subtle? It seems to show remarkable restraint. Weren't you or the people at FedEx ever tempted to make it more obvious with an outline or a different color?

A good question and one that I am frequently asked. An arrow, in and of itself, is one of the most mundane graphic devices in visual communications. Truly, there is nothing unique or particularly strategic (marketing-wise) in using an arrow as a brand identifier. Early on, before the brand rollout in mid-1994, FedEx’s public relations agency was preparing to emphasize the arrow as a secondary graphic to underscore the “speed/precision” positioning. They proposed to leverage this in their FedEx communications. Landor put its foot down and said, “No way.”