October 23, 2012

We had to choose a logo that uses the design technique of ambiguity of positive and negative space so I thought the FedEx logo would be a great example. The original FedEx logo was designed by Richard Runyon in 1973. FedEx is the abbreviation for Federal Express and was chosen to symbolize a national marketplace. Since FedEx expanded their company so much by offering advantages such as overnight shipments, it was time to make a change to the logo. In 1994, Lindon Leader created the next FedEx logo which included a “hidden design” within. The “hidden” design in this logo is an arrow pointing to the right that is created with the negative space between the “E” and “X.” Right there is a great example of negative space, very creative. At first you had to look hard to find it but today it’s something everyone relates FedEx to, symbolizing forward movement.
FedEx expanded so much that it now has several different operating units. Every one of these units has a slightly different logo just by changing the color, though “Fed” is kept the same in each (purple). As a whole, the infamous logo is often regarded as “the best creative design ever.”
Below are the various logos Fedex has:

original logo

different units


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