History
FedEx Corporation is a logistics services company, based in the United States. The name “FedEx” is a syllabic abbreviation of the name of the company’s original air division, Federal Express, which was used from 1973 until 2000. It was founded in Little Rock, Arkansas (1971) as Federal Express Corporation.
Branding
FedEx’s brand expression needed to be large, impactful and differentiating, therefore FedEx developed a brand architecture and naming system that extended the FedEx brand without compromising its integrity, it reached its goal by large surge of advertising. The system uses a different color and descriptor to distinguish each operating company.The brand is easily recognized and has become a strong icon in business. The logo plays a huge role in branding the corporation because it is bold and unique. The logo’s creator is Mr. Lindon Leader.
FedEx is organized into operating units, each of which has its own version of the word mark. The Fed is always purple and the Ex is in a different color for each division and grey for the overall corporation use. The FedEx word mark is notable for containing a hidden right-pointing arrow in the negative space between the “E” and the “X”, which was achieved by designing a proprietary font, based on Univers and Futura, to emphasize the arrow shape.FedEx Operating Companies
▪ FedEx (Purple “Fed”): a sense of mystic and royal qualities, purple is a color often well liked by very creative or eccentric types
▪ FedEx Express (Orange “Ex”): Fun and flamboyant orange radiates warmth and energy.
Stimulates activity.
▪ FedEx Ground & Home Delivery (Green “Ex”): Green is considered the color of peace and ecology.
Offers a sense of renewal, self-control, and harmony.
Offers a sense of renewal, self-control, and harmony.
▪ FedEx Freight (Red “Ex”): Red draws attention and Encourages action and confidence.
▪ FedEx Trade Networks (Yellow “Ex”): Shades of golden yellow carry the promise of a positive future.
▪ FedEx Services and FedEx Corporate Services (Grey “Ex”): Gray is the color of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined.
▪ FedEx Office (formerly FedEx Kinko’s) (Blue “Ex”): Blue is seen as trustworthy, dependable, and committed.
Your site looks nice, the brand section was a little hard to find I had to look for it. The page the original link takes you to has nothing on it, just the links to the side. I love the Fedex brand as a topic but you didn't cover the colors as much as I would have liked. That section seems more like a generic description of what those colors represent and not specific as to why Fedex might have chosen them and how they were trying to relate to them.
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