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FedEx
Posted by Hildebrant in
15 Jan 2003 — 1:33pm
15 Jan 2003 — 1:33pm
What is the typefaced used in the subs of the FedEx logo?? for example ground and such...
http://search.fedex.com/search97cgi/s97_cgi?action=View&VdkVgwKey=http%3A%2F%2Fwww%2Efedex%2Ecom%2Fus%2Fabout%2Fnews%2Fjournalists%2Fphotos%2F2384popup%2Ehtml%3Flink%3D4&DocOffset=6&DocsFound=873&QueryZip=fedex+ground&Collection=us&
hope this isnt too hard to see..
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15 Jan 2003 — 2:41pm
It's ITC Century Book Condensed.
15 Jan 2003 — 7:39pm
your the best.
Thanks.
17 Jan 2003 — 12:14pm
I love the hidden arrow in the fedex logo. Kind of reminds me of the W/H combination in the old Hartford Whalers logo.
17 Jan 2003 — 12:47pm
I think the arrow is a proxy for designer affectation.
hhp
17 Jan 2003 — 1:28pm
That's great, thanks.
17 Jan 2003 — 2:24pm
I didn't mean you, I meant Landor (or whoever). Thinking the arrow is cool ain't so bad, but realizing it should be prominent enough for non-designers to actually notice it is better.
hhp
17 Jan 2003 — 3:07pm
I'm pretty sure you're right, it was Landor.
What's wrong with being subtle, adding a little more than can be understood at a glance?
I don't think it's only designers that notice it.
17 Jan 2003 — 3:24pm
I agree Graham. Mystery and discovery are nice. We need more of it.
People love the logo because they think they were the first to discover it (the arrow). I think it promotes brand loyalty.
smc
17 Jan 2003 — 3:29pm
Do you think that they had the arrow in mind when they were re-working the brand id (or) did they see it in some of the comps and tried to find a typeface that would really show the arrow?
17 Jan 2003 — 3:42pm
From Landor.com:
"We created the new FedEx identity using a specially designed typeface in the existing orange and purple colors"
17 Jan 2003 — 4:26pm
I think it would be best if they hadn't noticed. ; )
smc
17 Jan 2003 — 4:42pm
When I saw the recently redone Hilton logo for the first time, I didn't think much of it. Some time later, while I was watching some sports event on television, I saw an animated version of the logo, as Hilton was a sponsor of the game. At first it was just the two vertical bars, and then the swirl came in and the whole thing became the H-mark.
Suddenly I was really impressed because I now understood that the vertical bars actually stood for the "pause" symbol, and I thought it was a very clever visual joke about what one does when one stays at a hotel: it's a pause in someone's life.
I wrote to the designers to express my appreciation. They responded that it had never occurred to them.
I do recall, however, that the Landor arrow thing was intentional.
17 Jan 2003 — 4:49pm
Wow -- I'd always assumed it was some version of Futura. Now that I've tried to set the letters myself, I guess they did do some tweaking to the letterforms. But there's no doubt in my mind as to what they started from.
17 Jan 2003 — 4:26pm
The best comment regarding the FedEx logo, posted
here a year ago:
"As for the "hidden arrow" in the FedEx logo, I've always
thought this smelled of aftermarket rationale. Personally
I wished they'd noticed that between the 'e' and 'd' is a
hidden butter knife." -- Jonathan Hoefler
Found in the Typophile Hall of Shame.
(Scroll to Sunday January 13 2002.)
18 Jan 2003 — 12:02am
FedEx - I am still aghast at how many designers believe this
mark was an accident. The arrow is planned, it is perfect,
and I think the end result is very smart. I'm with Hicks.
Hilton - I have yet to find a national hotel chain thinks that
deeply about design, but I applaud Cheshey's effort to give
them credit nonetheless. Hehe. That's a great story.