FedEx logo design critique

25 November 2015
FedEx logo design critique
A closer look at this iconic logo reveals that the negative space between the ‘e’ and the ‘x’ creates an arrow.

If you haven’t seen it before you have now. Designed by Lindon Leader at Landor Associates in 1994, it has won over 40 awards worldwide and was ranked by Rolling Stone as one of the eight best logos of the past thirty-five years.

The arrow in the logo was a great idea, but it becomes part of the background, so you don’t even see it. So obviously the easiest thing to do is to make it blue in this context; just make it blue. Now I cannot imagine that someone didn’t try this. I just cannot imagine that, but it is possible, people avoid the obvious.

I have to disagree with Rand. Changing the colour of the arrow so that it stands out enables the qualities of an arrow – speed, precision and momentum – to be immediately associated with FedEx.

But by making the arrow obvious it removes the logo’s real strength. This lies, not in the arrow itself and the attributes associated with it, but in that the arrow created by the negative space is a hidden bonus.