FedEx Delivers Brand Leadership

FedEx expanded into five newer service companies. The strategy was to use color to segment these specialized offerings. A logical, easy to navigate identity standards online was developed. This project involved authoring the guidelines usage of the FedEx brand and corporate identity elements, site-mapping, developing all graphic content (exhibits, graphics) and managing edits. A printed companion manual to the site was created and contained shortcuts to content, brief versions of core signature guidelines, color chips and accompanying CD.

Homepage to the FedEx Brand site,
Printed companion manual for
Newly branded print advertisement.


In all, eight identities were developed including:  the core Express, Logistics, Custom Critical, Ground with the franchise-based sub-service Home Delivery, Corporate, Services and Trade Networks. This expansion is markedly a fine example of brand leadership—FedEx catapulted ahead of all other industry competitors. Most memorable reaction was UPS who launched large broadcast advertising campaigns in attempt to crowd out other competitors and make UPS brand synonymous with Logistics.

FedEx Home Delivery franchise logo.

FedEx continued flexing its brand leadership muscle with its acquisition of Kinko’s Copy. Grasping the opportunity to grant more FedEx Express customers access to FedEx shipping locations all the while scooping up the DIY copy service, low-cost printing/duplicating and adding a new tier to the domain of DTP. Rebranding Kinko’s to FedEx Office provided even more brand expression opportunities which directly influence a new range of customers and their printing, publishing and shipping needs. FedEx demonstrates powerful brand leadership with flying colors.

Corporate acquisition identity
Fedex realignment identity
Package design
Package design
Advertising design

Design team includes:  Eric Scott, Doug Sellers, Tina Schoepflin, Meritxell Grau, Graham Atkinson.