Fedex Logo
- won over 40 design awards and was ranked as one of the eight best logos in the last 35 years in the 35th Anniversary American Icon issue of Rolling Stone magazine.
- Designed by Lindon Leader
- Created optical illusion if close up to the letter “E” and “X”, there is a presence of an arrow there which represents the speedy and accurate service of the company
DHL logo
- The DHL logo was designed in 2002 by Nitsch Design.
- The line in the logo represent the speed and direction which give trust to customers.
- It used Yellow because it is a happy and warm colour which help to get attraction from people.
Colour used in the Fedex logo
-Only used purple and orange
-According to Patrick Fitzgerald, the reason of using purple and orange was because they are the most recognised representations of the logo by consumers
-Due to the fact that the brand has been built up, there’s one Fedex brand in the world, they wanted to
maximise its value and simplify it for customers, therefore they decided to use only two colours with a simple design.
Contextual research:
Fedex
-They have two type of services which are International Shipping or U.S.Shipping
-Both kind of services usually delivery within 7 business days.
-Customers can even choose a faster possible delivery depend on their need.
History of Fedex
-Earlier known as Federal Express which was the largest airline cargo carrier in the world
-The former Fred Smith, came with the idea just looking after the delivery of a thing from a point to a point.
-In 1994, Federal Express changed the name to ‘FedEx’.
-The operation was started in Memphis International Airport, Tennessee in 1973.
-The first day of operations was April 17, 1973 and that night only 18 packages were carried on board.
Similarity with Amazon and Google logo
-All of them are logo not pictogram, just contain text in their logo.
-They are online company, however, Amazon is a shopping branding, Google is a social web branding, while Fedex is a delivery company but all of them are relevant to online branding because they are using the internet as the platform and act like the real store or shop, which mean to do a business through the internet.
-All of their designs are really simple, according to my first writing, it said “The simplest solution is often
the most effective.” Therefore, simplicity helps a design be more versatile.
Competitors
-Basically, the best known delivery branding are Fedex, UPS and DHL
-DHL does not handle domestic shipments within the U.S.
-FedEx has more guaranteed delivery and time-dependent options compare with Ups and DHL.
-UPS and FedEx offer freight, express, ground delivery, global dispatch, time critical, and temperature control delivery which DHL doesn’t has.
-FedEx has a larger air fleet, while UPS has more ground vehicles.
-FedEx may end up being slightly cheaper compare with Ups and DHL.
-Hence, they have to make their personality be trustable. Setting a good personality can promote tryst to people which helps to attract more people to use online shopping in the company due to the fact that customers feel the brand or company is faithful which they can trust it.
Target audience research:
Target in their market
-Different government departments and embassies
-Small business owners and professionals , for example they want to move their business from a place to another place
-Anyone who needs to send something anywhere in the world and it is the most important target
- It doesn’t has any specific target in gender, age group or job, however, the users must be aged over 18. Moreover, users have to register a fedex account before make the order, for example they have to fill in some personal informations, payment method, etc.
Location
-Mainly located in United States and is catering the services with in America and Canada but also approaches to the destinations worldwide through its air fleet.
Marketing goals
-Maintain its competitive style in the minds of the customers
-Provide a trust of delivery time to customers and to stay in the market for a longer run
Marketing Strategies/plans
-To be the fastest delivery company in their industry so that it helps to attract more customers
-Maintain the logistics and operations of the company smooth and provide a good quality of work to customers
