Logo by Landor Associates

We’re always looking for real-life inspiration from large businesses when it comes to rebranding. On the subject of flawlessly executing a rebrand, FedEx is an excellent source of inspiration.

For starters, the name “Federal Express” doesn’t exactly roll off the tongue! To shed the negative association with the word ‘Federal,’ the company decided to abbreviate the name to FedEx in 1991. The rebrand really jumped to the next level in 1994, however, when they unveiled the logo that we all recognize on their delivery trucks today. Although the design looks simple, it did not come from an overnight epiphany. Over 200 designs were created during the rebranding process.

The final choice has certainly stood the test of time… over 25 years. One of our favorite aspects of the FedEx logo is the “hidden” arrow forming the negative space between the E and the X. This subtle addition is the perfect choice for a company that is all about moving packages from one place to another.

We also applaud the usage of bold color, clean lines, and flexibility in this identity. It works perfectly as a larger system to include Ground, Freight, Trade and Office categories. This smart identity system keeps the company at the forefront of brand recognition.

Professional Rebranding Solutions at m design

m design utilizes smart, sophisticated graphic design to elevate your business. To learn more about our broad range of design services, visit our website or give us a call at (410) 728-5007.