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Case: Federal Express 1994
1994 old logo The 1994 rebranding of Federal Express is one of those rare stories of the founding entrepreneur, in this case Frederick W. Smith, recognizing that his own-named baby had outgrown its childhood brand and to grow further, must be freed of it. In this case "Federal" had spoken to the baby's dream of nationwide service, long since replaced by a more global vision. And in practice, the five-syllable name had been replaced by its users, inside and outside the company, with the nickname "FedEx," and application of the awkward "Federal Express" logo had proven to be a continuing design challenge. So there were functional issues. The bigger consideration, however, was the strategic opportunity to reposition Federal Express, in one pre-emptive stroke, as the industry's global leader -- as Smith put it, "to boldly communicate our worldwide leadership position and vision." Landor advised a communicative-name abbreviation (adopting the nickname), the design of a straight-type wordmark (with a conceptual twist), and a fresher color palette with heavy use of white. The tag line "The World On Time" helped seat the promise of global scope and scale. All of it, of course, was staged and advertised "to boldly communicate." Tony Spaeth, 8/5/2007 CREDITS Landor Associates SF (Lindon Leader, Sr. Design Director) CASE INFO Submitted by: Tony Spaeth, 8/05/2007 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 80% | |||
Broaden scope/scale/visibility Remove limiting geographic association | 20% | x | Identifier tactics: Name change: Abbreviations |
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Enhance size perception | 30% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Elevate public profile | 10% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Refresh & redirect competitive energy | 10% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Change expressed personality Renew/refresh public image | 10% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Functional driver: 20% | |||
Name weakness Increase name impact & recall | 10% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Change event : High visibility: Campaign | ||
Design weakness Increase visual strength/quality | 10% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||