Field research to the rescue

When Federal Express Corporation invented the overnight shipping business in 1973, the market was one-dimensional: one country (USA), one package type (letter), and one delivery time (10:30 a.m.). By 1992, the company had added new services (end of next business day, and two-day economy) and was shipping packages and freight to 186 countries. But by then, a host of competitors had emerged and created the perception of a commodity industry driven by price. As the most expensive service, Federal Express was losing market share.

Federal Express Corporation An earlier brand identity

The company clearly needed to better communicate its broad service offering and reaffirm its position as the industry leader. It hired global design firm Landor in 1994 to create a new brand identity that would help reposition the delivery corporation.

For Landor, market research was key in producing an enduring and effective design. Landor and Federal Express assigned both their internal research groups to collaborate for a nine-month global research study. The study revealed that businesses and consumers were unaware of the global scope and full-service capabilities offered by FedEx, believing that the company shipped only overnight and only within the United States.

Landor conducted additional research about the Federal Express name itself. It found that many people negatively associated the word “federal” with government and bureaucracy, and the word “express” was overused. In the United States alone, over 900 company names were employing this word.

On a more upbeat note for Federal Express, the research also revealed that businesses and consumers had been shortening the company’s name and turning it into a generic verb—as in “I need to FedEx a package,” regardless which shipper was being used. In addition, research questions posed to the company’s target audience confirmed that the shortened form of the name, “FedEx,” conveyed a greater sense of speed, technology, and innovation than the formal name.

Landor advised Federal Express senior management to adopt “FedEx” as its communicative name—to better communicate the breadth of its services—while retaining “Federal Express Corporation” as the full legal name of the organization.

Over 300 designs were created in the exploratory phase, ranging from evolutionary (developed from the original) to revolutionary (altogether different concepts).

FedEx logo options

The new visual identity and abbreviated company name that Landor designed allows for greater consistency and impact in different applications, ranging from packages and drop boxes to vehicles, aircraft, customer service centers, and uniforms.

Federal Express Corporation By Lindon Leader (while at Landor) 1994

Landor and FedEx spent a great deal of time and energy researching the marketplace, discovering how the Federal Express brand was perceived, where they needed to improve, and how to do it. This is a fine example in which indepth preparation led to an iconic solution.