Hello and welcome to this video
Gareth here from TastyTuts.com
In this video we're going to look at the Fedex logo
learn a little bit about the logo designer behind it.
The Fedex logo we designed in 1994
by an American designer by the name of Linda Leader
Lindon Leader is a recipient of more than 30 prestigious design awards worldwide,
currently runs his own firm Leader Creative and has worked for some of the
leading branding firms in the world included Addison, Disney and Motorola.
Linden's logo design work includes:
Novariant
Hawaiian Airlines
ALSCO
and the 2008 National Senior Games championships Festival to name a few.
Tho out of all his logo designs one of his most famous is his Fedex logo
This logo was designed in 1994 to replace the previous logos
that had been used e the 1970's.
The Fedex logo is often credited as one of the greatest and most popular logos ever designed
has one over 40 design awards
and is very popular amongst designers
the logo is often used as a good example
of how to use negative space efficiently in logo design.
To quote Lindon Leader:
I strive for two things in design simplicity and clarity
great design is born of those two things.
So the Fedex logo is essentially a Logotype / Wordmark logo.
What is clever about this logo and what
makes it famous is that the capital 'E' and the lower case 'x'
sits next to each other in such a way
to create an arrow pointing right in the negative space.
This is here to subliminal suggest speed, direction forward, accuracy and thinking.
The wordmark is a bold San Serif typeface
and is said to be based on a modified mixture of:
Universe 67 bold condensed and Future bold.
To quote an interview article with Lindon Leader:
I was studying Universe 67 Bold condensed and Futura Bold
both wonderful faces.
But each had its potential limitations.
Neither was particularly suited to forcing
an arrow into its assigned parking place
without torturing the beautifully crafted letterformes of the respective faces.
I took the best characteristics of both
and combined them into unique and proprietary letterforms
that included both ligatures and higher x-height, or increased size of the lower-case letters
relative to the Capitol letters.
I worked these features around until the arrow seemed quite natural in shape and location
To date the Fedex logo has become part of a set
here we can see various services incapsulating a different color.
The Fedex express logo utilizes two colours, purple and orange.
Other logos keep the purple but change the colour of the 'Ex'
for example Fedex corporation which utilizes a purple and silver.
So what can we learn about this story?
Well the Fedex logo is often credited
as one of the greatest and most popular logos ever designed.
So what makes it so popular?
Its beauty is in the clever, simple and well placed subliminal message.
It's not easy getting across the nature of the product or business in a logo.
If done literally it can come across cliche
but this logo is a stroke of genius and achieve this in a subtle use of negative space.
At first glance it appears to be a standard Bold wordmark
but on closer inspection we see the use of negative space
between the capital 'E' and the 'x' subliminally suggesting speed, direction forward, accuracy and thinking
It really does not get more simple and direct than this.
A logo design is ultimately visual communication
A logo typically only has a small space
and one instance to communicate.
With clever use of negative space and visual elements.
If executed well the subliminal logo can communicate more with less
often expressing few complex messages.
The Fedex logo is a perfect example of this.
When developing a logo design keep in mind the qualities that
subliminal messaging can add to your logo design.
If you'd like to learn more about the FedEx logo and Lindon Leader
You can find some interesting article links in the description.
So that's one of many logos and designers I have spoken about
If you enjoyed this video I want to watch more like it
you can see more episodes in the 'Famous Logos' playlist
link is in the description
Well I hope you enjoyed this video
If you did hit the like button on my Facebook page
If you'd like to see more videos like this in future hit the subscribe button
and you can also follow me on Twitter @TastyTuts
so until next time have fun guys
and I'll see you in the next video!
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