Logo Credit: Lindon Leader

One of the logos we encounter on a regular basis, whether it’s on a passing truck or a random package, is the FedEx logo. This instantly-recognizable wordmark has undergone numerous rounds of development over the years to become what we see today.

The Logo Development History of FedEx

FedEx was founded in 1971 as Federal Express. The original logo was a simple wordmark inside of a rectangle with the company name sitting over contrasting colors. It was basic, but remained the visual identity of the company while they gained popularity as a reliable shipping company throughout the 1980s.

Because so many customers were already shortening the name to FedEx, in the early 90’s the company adopted the shorter name and updated the logo accordingly. Three years later, they hired a professionals do a comprehensive rebranding.

The designer, Lindon Leader, wanted to experiment with using negative space to create an image within the logo. After experimenting with different typefaces, he discovered that the space between the E and x created the shape of an arrow. This brilliant, hidden surprise is what makes the logo so special. Unfortunately, many people still do not know exists!

Today’s Logo

FedEx’s current logo has become instantly recognizable. In addition, it has become the foundation of a larger, color-coded graphic design system representing sub-divisions such as FedEx Express, FedEx Ground, FedEx Office, FedEx Trade Networks and FedEx Freight.

Logo Development from m design

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