FedEx Corporation, founded in 1971, is the largest logistics company in the world, providing reliable and timely parcel and cargo delivery across more than 220 countries and territories. It is also renowned for its revolutionary logo, considered one of the most iconic and commercially successful examples of the use of negative space.

The Symbol of FedEx

The FedEx logo is instantly recognizable, featuring a title-case logotype in purple and orange. The most significant design element is the white arrow formed by the negative space between the letters "E" and "X," which points to the right, symbolizing the company’s core purpose: movement, progress, and delivery.

History and Evolution of the FedEx Logo

1973 – 1994: The Early Logos

Initially, the company was known as Federal Express, and its first logo was a rectangular design divided into two fields by a diagonal line. The top section was purple, and the bottom was orange, with the words “Federal” in white over the purple and “Express” in orange over the white background. This early logo was patriotic in nature, reflecting the company's desire to align with national pride, especially in hopes of securing the Federal Reserve Bank as a customer.

1991 – 1994: Transition to FedEx

As the company expanded and acquired the Flying Tigers network, which solidified its place as the largest full-service cargo airline, the brand identity needed updating. In 1991, the company dropped "Corporation" from its name, becoming simply FedEx. This new logo was a transitional version that still retained the original color scheme of purple and orange, but it lacked the diagonal theme and did not feature the iconic arrow.

1994 – Present: The Iconic FedEx Logo

The legendary "white arrow" logo was introduced in 1994, designed by Lindon Leader, Senior Design Director at Landor Associates. Leader was influenced by minimalist design and the concept of negative space, which was relatively rare at the time. While working on the logo, Leader observed the Northwest Orient Airlines logo, which cleverly used negative space to combine two letters, and this inspired him to create the now-famous arrow between the “E” and “X” in the FedEx logo.

At the time, FedEx was still using the name Federal Express, but with the company’s growing global presence, a simpler, more modern logo was necessary. The design process was intensive, with over 200 iterations before the final version was chosen. Interestingly, when Leader presented the logo, many of the company’s executives did not initially spot the hidden arrow. However, CEO Fred Smith recognized its significance immediately. The final logo combined two fonts, Univers 67 and Futura Bold, and incorporated the iconic purple and orange color scheme from previous versions.

The Hidden Arrow

The most famous feature of the FedEx logo is the hidden arrow, which is formed by the negative space between the "E" and the "X." This clever design element is a symbolic representation of the company’s mission of speed, progress, and direction. The arrow points to the right, reinforcing the idea of forward movement, which is central to FedEx’s business.

Font and Color

The font used in the FedEx logo is a customized mix of Univers 67 and Futura Bold. Lindon Leader adjusted the letter spacing and used both uppercase and lowercase letters to achieve the clean, modern look. His experimentation with the fonts led to the creation of a completely new letterform, resulting in the unique arrow between the “E” and “X.”

In terms of color, the FedEx logo uses different variations to denote different service areas within the company:

• Purple and orange for FedEx Express
• Green for FedEx Ground
• Red for FedEx Freight
• Blue for FedEx Office
• Yellow for FedEx Trade Networks

These variations help to differentiate the various FedEx services, while the consistent use of the purple and orange core colors reinforces the brand's identity.

The Legacy of the FedEx Logo

Since its creation, the FedEx logo has received over 40 awards globally and remains one of the most recognized and admired logos in the world. Its use of negative space to form the arrow has inspired countless designers and brands. The FedEx logo stands as a testament to the power of simplicity, clever design, and the importance of visual identity in building a global brand.