Three years later, the current version was created. The first design of the FedEx logo was known as Federal Express. It was a basic design with three conspicuous shades of color—red, white, and blue—which formed their first brand identity. As such, the company hired staff from both sectors and created numerous job opportunities as it expanded. The core idea behind the first logo design was to portray a professional image with colors of professionalism and dedication.
The psychology of color states that red represents strength, power, and courage, while blue depicts professionalism. However, the blue shade was replaced by purple to display the grand and luxurious image of the company. So, FedEx blended the red and purple with white to give the logo some balance, thereby introducing its first logo design.
It combined the aspects of the original and current design. But the designers used a purple and orange logotype with a rounded font style like the original logo. In , Lindon Leader designed the distinctive FedEx logo of today. But the prestigious FedEx logo is one of his best designs. The iconic FedEx logo has earned more than 40 design awards worldwide and has been named one of the eight best logo creations in the past four decades.
In the new FedEx logo design of , Lindon retained the previous purple brand color. He added orange rather than red while retaining the white backdrop to highlight the aspect of simplicity. Lindon said that he had a fantastic experience designing the famous logo.
Considering the growth and reach of FedEx, the new logo design was centered around a few traits: service, speed, precision, and reliability. The introspection he incorporated in the logo design has made the FedEx logotype an archetypal example for many beginner and professional designers to learn from.
The FedEx logo reportedly took more than nine months to research and design the logo. Consequently, the company altered its name to the easy-to-use FedEx. But the management wanted to alter that concept. As such, they put their brand on the path to being known as the FedEx brand. The FedEx logo is a wordwide classic example of delivering a strong message with the negative spaces. The designer himself loved using negative spaces. Although he had to endure severe criticism for keeping such a vast amount of space white, he addressed critics by saying that the average client lacks a good enough appreciation of empty space to know that it could be a tactical marketing tool.
Lindon set up a huge team to work on designing different variants of the logo. More than logos were designed, with many designers trying their hardest to integrate the arrow and failing to make it less obvious. Blog editor and content marketing specialist at Turbologo. Writing about Marketing and design. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. Go to Logo Maker.
Table of Contents. Victoria Maybach. Share with friends. You may also like. Category Branding. Published on 7 days ago 4 min read. Published on 28 days ago 5 min read.
Published on September 26, 2 min read. Published on September 26, 6 min read. Category Logo design. Published on April 16, 6 min read. But the arrow, together with the "N," also creates a "W" that has part of its left leg removed. It's as old as the practice of the design of logos itself, but it probably reached its peak in the s, when supposedly witty visual and verbal analogies became central to graphic design practice -- the era of the big idea," Paul McNeil, a typographic designer and lecturer at the London College of Communication, said in an email.
The principles of optical illusion that are used in these designs, he argues, are based on the psychology of vision and Gestalt theory , which explores the brain's ability to create whole forms from lines, shapes and curves. Sometimes the hidden element blends so well into a logo design that they can only be seen if pointed out, such as the bear hidden in the Toblerone logo. See the bear inside the mountain?
Credit: Ilya S. But is this an effective strategy for logo design? But today, he said, there is a trend towards plainer and more direct design, as evident from the logos of many major corporations such as Facebook and Google.
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