FedEx logo and symbol, meaning, history, PNG
- Due to the white arrow that can be noticed between the letters “E” and “X”, the logo has received more than 40 design awards.
- Who designed the FedEx logo?
- Meaning and history The logo of the US delivery services company FedEx is best known for the white arrow “hidden” between the “E” and “X.” Due to this simple element, it started a new era in design.
- 1973 – 1994 The earliest FedEx logo reflected the company’s original name, Federal Express.
- Along the line, the name of the brand could be seen, with the word “Federal” in white over the purple background and the word “Express” in orange over the white background.
- Between the original logo and the iconic “white arrow” wordmark, the company went through a three-year period of using a transitional version combining the elements of both of them.
- On the one hand, it already featured the shortened name and didn’t have the rectangle, which made it similar to the “white arrow” version.
- On the other hand, the designers stuck to the orange-plus-purple palette and the rounded type similar to the original emblem.
- 1994 – Today The legendary “white arrow” logo was created by Lindon Leader.
- However, none of the arrows was formed by the negative space, like in the Leader’s version.
- When Leader introduced his design, the majority of the company’s senior executives and designers working on the task did not notice the hidden arrow.
- As a designer, Lindon admired negative space and its incredible possibilities.
- Here, in addition to the clearly visible “N” it was also possible to notice a “W”, which was created due to the successful use of negative space.
- What is the hidden symbol in the FedEx logo?
- The laconic and modest FedEx logo, based on the sans-serif lettering in two colors, purple and red, has a truly unique hidden element in its design.
- The negative space between the “E” and “X” forms a white arrow pointing to the right, as a reflection of the company’s purpose and essence and a symbol of movement and progress.
- How was the symbol created?
- There were two or three teams working on the logo, over 200 versions were created.
- Interestingly enough, most designers as well as FedEx’s senior executives did not even notice the hidden arrow, while Fred Smith and the global brand manager were among the few people who did spot it.
- Lindon tried a lot of modifications of both the fonts, but could not create a version in which the arrow looked the way it should.
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