FedEx
- The Hidden Arrow They've flown white tigers, pandas, windmills, helicopters, McDonald's special sauce, Indy racecars (the list goes on) across the world. They fly 430,000 miles a day. They name their planes after their employee's children [click for picture]. They put "The World On Time". Federal Express (FedEx), has been around in one way or another since 1947, sending important documents, food, and Christmas presents across the world everyday of the year. Serving over 200 countries, the logistics company has helped a great deal in delivering things which just has to beat the time barrier. They're reliable, with offices worldwide trusting them with the most important documentations. Speed against time is so important for the company, they've even incorporated it into their world famous logo.
Could such an arrow in the design of the logo been plainly coincidence? “The
arrow was indeed intentional as a secondary design element,”
says Federal Express Corp. spokesman Jess Bunn. “If the viewer
sees it, it's a neat, interesting visual bonus. If the viewer doesn't
see it, that's OK. It's still a powerful logo." FedEx, rebranded by the graphic giant Landor, has been wearing its "arrow" logo proudly since its launch in 1994, and yet, today, the logo still looks modern, a strong mark automatically associated with punctuality, reliability, and trust.
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