Field Search And 300 Design In Fedex Re-identification
A full nine months is the duration of the field search by two full-fledged teams trying to reach a big result by which the strength and uniqueness of one of the world’s oldest shipping companies, FedEx, can be revived.
So what happened?
In 1994, 21 years after the start of FedEx, the Federal Rapid Transport Company (FedEx), and after tweeting alone, emerged a group of other companies offering the same service with great competitiveness, which made a significant impact on the company’s position on the global market and was the most expensive of them,
The Federal Rapid Transport Company (FTC) had begun its work on one idea: to deliver a particular shipment at a certain time, at 10.30 a.m. within a particular country, the United States, and then evolved and became a delivery at the end of the day, after which its services included goods and other things, and went beyond the place until 186 countries came to the time when competitors showed up strongly.
Staff roaming the country in a deep field search
Landor has begun to think about making a permanent and effective logo that is based on field research and scientific study that ensures that the company finally gets back to the facade again. Here, a high-level crew of professionalism consisting of two teams, one following FedEx and the other following Landor on a field mission to study the market, collect and analyze information.
What has been reached by the field research staff
Researchers have concluded a set of points that have had the biggest impact on the franchisee’s famous itinerary in the world of shipping:
Many people still believe that the Federal Rapid Transport Company provides daily message transportation services and do not know about the company’s new global developments.
There is a prejudgment of the company because of its name (federal company) which in mind has been associated with governments, bureaucracy and other provisions.
The research staff discovered that there are 900 companies in the United States that use the word fast transport, which is tradable and consuming and does not give preference or uniqueness and may not even mean themselves.
There’s something to be optimistic about audiences using the name of the company in the shipping process like someone saying I need to FedEx a package as a matter of fast shipping regardless of which company they’re dealing with.
When researchers asked people what the name FedEx meant, the answer was that it meant fast shipping using technologies.
Adopt the acronym and 300 designs in the boot phase
After the work of the field research staff was completed, Landor went to the Federal Rapid Transport Company to request the adoption of the abbreviated name FedEx for commercial use and public service.
Landor then headed for the most famous process in the history of the identity industry, namely the re-making of the LOGO logo in a creative manner commensurate with its status on packages, cars, workers’ clothing and various advertisements, as well as the way it was placed on the web pages after the company made its website in a gesture and historical precedent.
The number of introductory designs was up to 300 centered around the old shape and another around new designs until eventually reaching the required proverbial logo so that it won 40 global awards and was selected from the top 8 logos throughout history, especially that magic arrow placed between the two EX craftsmen,
Even the top employees of FedEx did not notice the famous arrow in the logo
Until the completion of FedEx’s last logo industry, the stock was the biggest challenge in the space it occupies in design. The surprise that Landor met was that the top employees of FedEx did not pay attention to the famous stock, including the founder of the company itself, which added a new task of developing the position of the stock. This included, of course, the selection and development of colors as well as the line used.
Deep research and effective preparations make for success
The process of re-making the identity industry is a marketing process for companies to rebuild life and to emerge with a positive appearance beneficial to the real value of the entities, which, if based on research, expertise, investigation and clear purpose, will serve the purpose. Here we set an effective example and the outcome of this hard and thoughtful work.
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