- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Field research that makes a difference
When Federal Express Corporation invented the overnight shipping business in 1973, the market was simple: one country (the U.S.), one package type (letter), and one delivery time (10:30 a.m.). By 1992, the company had expanded its offerings, adding next-business-day and two-day economy options, and shipping packages and freight to 186 countries. But by that time, a growing number of competitors had entered the market, creating 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, less distinctive design
To reaffirm its leadership and better communicate its expanding capabilities, the company hired global design firm Landor in 1994 to help reposition the brand.
Research played a critical role in shaping an effective and lasting design solution. Over nine months, the internal research teams at both Landor and Federal Express collaborated on a global study. The results showed that most businesses and consumers were unaware of the company’s international reach and full-service capabilities. Many still believed Federal Express only shipped overnight and only within the United States. Landor also explored how the name was perceived. The word “federal” was often associated with government and bureaucracy, and “express” was widely used—more than 900 U.S. companies had it in their names.
There was a bright spot, though. The public had already embraced the nickname “FedEx,” often using it as a verb—“I’ll FedEx it to you”—regardless of the actual service provider. The abbreviated name tested better, suggesting greater speed, innovation, and technological edge than the formal name.
Landor recommended that the company adopt “FedEx” as its communicative name while keeping “Federal Express Corporation” as the legal name.
FedEx logo options
More than 300 design concepts were explored, ranging from subtle evolutions to completely new directions. The chosen logo and abbreviated name gave the company greater consistency and stronger brand impact across every touchpoint: packaging, drop boxes, vehicles, aircraft, uniforms, and customer service centers.
This project is a powerful example of how rigorous field research can lead to a clear brand strategy and an iconic, lasting mark.
FedEx, by Lindon Leader while at Landor
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