FedEx Corporation

Logo Story, Dec 2017
Frederick W. Smith

Headquartered in Memphis, Tennessee, FedEx Corporation was started by a young entrepreneur in 1971 as a tiny delivery company and has now become a multinational powerhouse in the world of delivering goods and packages. The name “FedEx” is an abbreviation of the company’s actual name Federal Express, now popularly known as FedEx Express which was used from 1973 until 2000.
HISTORY
It’s not every day that a new industry takes modern form, but that’s what happened when FedEx President, Chairman, and CEO Frederick W. Smith founded Federal Express. The company’s “hub and spoke” system enabled efficient overnight express service, and FedEx was the first to pioneer tracking and tracing capability, so customers would know where their shipments were. Over more than four decades, FedEx has built a portfolio of innovative solutions that connect customers to more than 220 countries and territories. That’s 99 percent of the world’s global gross domestic product. Imagine the possibilities.

In 1965, Fred Smith as a Yale undergraduate wrote a term paper outlining a system to accommodate urgent, time-sensitive shipments such as medicine, computer parts, and electronics. In 1971, Federal Express Corp. was founded in Little Rock, Arkansas.
By the end of 1979, Federal Express Corporation was listed on the New York Stock Exchange with the ticker symbol FDX. Richard Runyon designed the original Federal Express logo in 1973. It was then redesigned with the expansion of the FedEx’s courier business into a company that started offering courier, freight, and logistics services.

VAASTU EYE
What is a logo?
Logo is a mascot, a kind of identity to a company which the modern world terms as Corporate Communication. However, as per Vaastu, an identity that connects you to an activity is called Karkatva meaning instrumentality. It has got the longest life and highest altitude in terms of success. The nature of business has to get connected with its respective planet. Then, the planet will give a natural lift to the business. This is the secret of any successful logo.

The Federal Express logo was slanting in nature. As per Vaastu, when a logo is tilted, it won’t take a good turn and give better results as it would have gone through turbulence. There are lesser chances of expansion or worldwide acceptance. Hence, they reduced the name into a brand by sandwiching the first three letters. Also, the designer made a beautiful arrow from left to right or west to east indicating forward thinking and motion. The White colour denotes space and speed. These tenets made the company a global brand which had wider acceptance, higher profitability, and a wonderful business model.

LOGO ANALYSIS

1971 – 1994

Earlier known as Federal Express, the first FedEx logo was created in 1971 and was slanting in nature. Both the words were different coloured – the upper part was blue with the word “Federal” in white colour whereas the lower part was white with the word “Express” in red colour. One of the primary reasons to use the word federal was to help people associate the company with U.S. Government, meaning that Federal Express enticed employees from all sectors (the government as well as the civilians.)

1994 – Present

A major change was made to their logo in 1994; both from design perspective and the message delivering perspective. The man behind the famous logo Lindon Leader won over 40 awards, worldwide for the newly designed FedEx logo. Apart from FedEx logo, he has also worked on other huge names like Motorola, Disney, WorldCup USA, and Ryder Trucks, Salt Lake 2002 Olympic Winter Games, Hawaiian Airlines and many more.

Looking closely at the logo, one will find a small arrow hidden between the letters “E” and “X”. From design perspective, the arrow is used to symbolise FedEx’s speed and accuracy. Another important meaning in the colours of the “Ex” is that the orange colours stands for FedEx express while a red “Ex” stands for FedEx freight.

In this way, FedEx is able to cleverly separate the individual businesses from others. FedEx has managed to pack quite a bit of information and symbolism into a clean and simple logo.

Earlier known as Federal Express, the first FedEx logo was created in 1971 and was slanting in nature. Both the words were different coloured – the upper part was blue with the word “Federal” in white colour whereas the lower part was white with the word “Express” in red colour. One of the primary reasons to use the word federal was to help people associate the company with U.S. Government, meaning that Federal Express enticed employees from all sectors.

Logo shape talks about performance, colours talk about the longevity, and fonts are associated with the business model. FedEx employees may not be creative as they follow a simple business model; however, they are the largest players and the friendliest to associate with, and a company that has a long way to go so long as they don’t change their logo. The modern business people and start-up seekers should understand that when you connect your business to the nature of activity and the corresponding planets, Vaastu comes very handy to you. It is about playing a space of yours to the tenets of directions and planets.