Posts Tagged ‘FedEx’

FedEx and P+T – Clever Branding

Tuesday, December 8th, 2009

Best branding practice is to generally keep the design simple. Strong two colour brands that can be reproduced well in black & white, printed clearly small or on fabric is a sign of an effective design. However to design a simple logo that engages the viewer is the difficult bit. I’ve highlighted two examples of simple but brilliantly designed logos that engage the viewer, FedEx and P+T logos are very similar in their subtle visual cleverness.

Federal Express old logo below was in need of a brand refresh so when they rebranded in 1994, they decided to reflect their ‘nickname’ FedEx in their identity.

When designing the new logo, the designers introduced a quirky feature, a subtle arrow between the ‘E’ and the ‘x’, see the pink arrow right. The close proximity of both letters to each other gave the logo type an arrow in negative space without inferring with the original typeface itself. The logo itself was applauded for its cleverness and simplicity by introducing an arrow that suggested forward movement.

p+t_logoThirty years earlier, P&T (1969)- Post and Telegraphs logo was designed by Irish designer Damien Harrington in the famous Kilkenny Design Workshops. The P+T logo was quite a shift from conventional Irish design at the time. It was a type of modern logo that wasn’t being designed in Ireland at the time. TheĀ  lowercase initials of Post and Telegraphs were used to great effect by introducing a plus sign (+) in between by using negative space. It was quite the achievement to design such a modern logo at the time but even more impressive was the design was accepted by an obviously forward thinking Post and Telegraph.

The subtle, smart and humourous qualities of both the FedEx logo and P+T logo are very obvious. FedEx were applauded for their forward thinking rebrand but Damien Harrington’s P+T rebrand is every bit as impressive today as it was 40 years ago when it was designed in the Graphic design section of the Kilkenny Design Workshops.