I have abit of a soft spot for simply designed logos with a nice little idea in them such as the well known FedEx Logo above.
They have to be as simple as possible but with a memorable little twist, hopefully, this is displayed in some of my own identity/logo design work as well.
I think that the general consensus among most graphic designers is that the FedEx logo achieves this and not only does it achieve it BUT that it is also The Greatest Logo Design. Ever. Bold statement I know but I happen to share this opinion.
On the FedEx website, it describes its business…
“FedEx provides access to a growing global marketplace through a network of supply chain, transportation, business and related information services” In short and simple terms it delivers goods to different locations right across the world – FAST.
What better way to show delivery at speed than an arrow, although as well used as the arrow shape is in graphic communication, because of how its formed here it almost makes it brand new. By manipulating the ‘E’ and ‘x’ the designer created a simple arrow.
This arrow that is hidden within the negative space is both unnoticeable to some and obvious to others, its so simple yet I bet that getting the balance right in the letterforms to achieve this was tricky.
The FedEx logo is (in my opinion) a timeless identity and in 30 years time I doubt it will experience anything more than a colour change to freshen it up. The logo was designed back in 1994 by Landor Associates in San Francisco, during its lifespan it has received over 40 design awards.
So what do you think is the FedEx Logo the greatest logo design ever?