The San Francisco-based consultancy Landor Associates cut the company's name down to FedEx, capitalizing on a piece of international slang that had, through popular use, begun to replace the company's proper name. In contrast with the dramatically shaped and angled letters the company had used since the 1970s, the new logotype employs upright roman letters. [back] © Copyright 1996 Cooper-Hewitt National Design Museum

FedEx Corporate identity redesign, 1994 Art director: Lindon Gray Leader (b. 1949) Firm: Landor Associates