The Fedex logo has been consistently praised by graphic designers over the past few decades because of its ingenious and effective design. In this article, we will examine the inspirations behind the Fedex logo and provide you with fascinating trivia about this image. Keep reading to find out all about the design elements of the classic Fedex logo.
Fedex Logo Design Elements
At first glance, the FedEx logo seems rather simple. It just consists of the company’s name, with the “Fed” portion displayed in a cheerful purple and the “Ex” portion written in bright orange. However, a closer look reveals just how much careful design went into the logo.
According to designer Lindon Leader, the custom logo font combines all the best characteristics of Univers 67 and Futura bold fonts. The “F” looks exactly like the “E” without a bottom crossbar, and both the “e” and “d” have a gently rounded shape. This symmetry makes the logo look well-balanced and pleasing to the eye.
All of the letters are squished together to make a design that looks more like a logo instead of just a line of text. If you look carefully, the negative white space between the “E” and the “x” create an arrow that signifies the speed of FedEx.
Changes and Evolution
For the first few decades of the company, FedEx used a very different logo. This logo shape was heavily inspired by graphic design trends from the 1970s when the company was created. The logo was a rectangle divided horizontally by a diagonal line. In the top half, “Federal” was written in white text on a purple background. “Express” was written in orange text on a white background for the bottom half of the logo. The modern logo was created in 1994 when Federal Express rebranded their corporation.
Since the beginning, FedEx has used purple and orange as their logo colors. For a while these shades were very muted. The first logo used either a dark, almost brown, purple or an a deep, indigo-blue purple. A muted burnt, reddish orange was also used for the orange parts of the logo. These colors have become lighter and brighter in modern times. Since the design of the modern logo in 1994, FedEx uses a grape purple and pumpkin orange.
Fedex’s first font was a very trendy 1970s-style font inspired by the Bauhaus font. It used thick, sloping lines with exaggerated curves and corners. This font was updated to a less stylized, Futura-inspired font in 1994 that used more regular lines and angles.
A lot of careful thought went into the creation of the FedEx logo. The designer was heavily influenced by the original Northwest Orient Airlines logo and the old Bank of America logo. Both of these logos used negative space to create a logo that had a hidden image. Lindon felt that this would display the simplicity, functionality, and confidence of FedEx. He used a hidden arrow as his subtle image because it shows speed and precision.
The purple and orange hues of the logo help FedEx to stand out from the other shipping companies. Unlike most other shipping companies that got their start working for the government, FedEx did not use neutrals or patriotic red, white, and blue. Instead, they went with the then-trendy purple and orange color combination of the 1970s to make their brand look fun and appealing. This iconic color combination was retained for the updated logo.
- Until 2016, the “Ex” portion of the logo changed colors depending on which department is using the logo. FedEx Freight used a purple and orange logo while FedEx Ground used purple and green.
- Until 1994, FedEx was actually called “Federal Express” due to its express cargo airline. Everyone abbreviated the name, and the company eventually adopted this informal abbreviation.
- The Fedex logo has received over 40 awards worldwide for its design.
FedEx’s logo remains popular for a good reason. Its restrained use of negative space helps to add some interest to an otherwise simple logo shape. The fun colors help FedEx to stand out from more practical shipping options, yet they are bold enough to convey a sense of trustworthiness. This excellent logo has worked so well for FedEx that it has gradually become associated with all aspects of their brand.