Logo Throw Back Thursday—Fedex

The Post Office, Pony Express, Western Union, Fedex. The evolution of how your grandmother sends you your annual fruitcake during the holidays has been massive. It used to take weeks to get something from coast to coast, which might explain the density of said fruitcake.

Created by Richard Runyon in 1973, the original Federal Express logo featured the company’s name on an axis on a blue and white background. After 20 years of progressive growth, a massive redesign and advertising campaign was devised by the legendary Lindon Leader of Landor Associates in 1994. The updated logo uses the optical illusion between the E and X to represent the speed and accuracy of Fedex’s service.

Fun Fact: Leader reviewed more than 200 logos before settling on the current form!

 

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