Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
FedEx has a highly recognizable, iconic logo, but the color scheme across the company's many business divisions varied—until now. Today, FedEx announced that it's consolidating its look by turning all of its logos purple and orange.
The simplified visual identity was created after FedEx's research showed that purple and orange is one of the most recognized representations of the logo by consumers, according to Patrick Fitzgerald, svp of integrated marketing at FedEx.
"For more than 43 years, the logo has built up equity for our brand, on packaging, aircraft and drop boxes.