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Every Thursday, Zengage brings you a classic correspondence from the Write The Company archives. (For more, see our interview with Write The Company.)
FedEx Logo Fetish
In my eyes, the most eye-catching logo ever designed belongs to FedEx. Since I frequently find it so difficult to take my eyes off of it, I got in touch with FedEx to see if they could provide any additional insights
Whenever I see the FedEx logo I end up staring aimlessly, and many times even not so aimlessly, at the arrow you cleverly stuck between the E and the x. Is this normal? Do other customers or employees tell you that this very mean optical illusion has them under its spell, too? How many cars crash into the backs of your trucks every year because the driver got sucked into staring at that addicting arrow?
Sometimes my eyes get so affixed to the arrow that I follow your trucks and end up at their next delivery stop instead of my planned destination. What advice do you have for breaking the hypnotizing and mesmerizing side effects caused by FedEx Arrow Addiction Syndrome? Can you send me something cool with a FedEx logo on it so I can force myself to look at it for so long that maybe Ill start not to see the arrow anymore?
While I anxiously await your reply, it doesnt absolutely, positively have to be here overnight, although it would be nice if it were. However, if youre trying to cut down on your FedEx bills, feel free to respond by regular mail if you even use it.
A FedEx Customer Relations Department Representative responded with
Thank you for your letter of June 12, regarding our logo.
FedEx has always tried to be a forward-thinking organization and the incorporation of the arrow in our logo proves that we want to remain that way. Thank you for your interest and observations. Should you like to know more about our logo you may go to the internet at: www.articlesandtexticles.co.uk/2006/09/02/the-fedex-logo-and-its-designer/
We hope that you will remember us when the time arises that you need a quality express shipping service. I have enclosed a token of our esteem which I hope you will enjoy and use to assist you with breaking the hypnotizing and mesmerizing effects you have suffered by staring at the FedEx logo.
The first interesting thing about this response is that FedEx didnt even FedEx it. That may be because my return address is a P.O. Box and their shipping label says they cannot deliver to P.O. boxes or P.O. ZIP codes. Yet Customer Relations impressively still delivered by investing $2.24 in First Class Postage.
Speaking of First Class, my attention was immediately captured by the phenomenal purple T-shirt enclosed. It features the hypnotic FedEx logo on the front and FedEx cares on the back. While wearing it, I can now enjoy seeing the logo from an entirely new perspective upside down. Yes, even upside down the arrow is still in tact. This makes me wish I could do handstands so I can also experience this view in full size when FedEx trucks pass by.
The link Customer Relations provided leads to a piece called, The FedEx Logo and its Designer. In an interview with its creator, Lindon Leader, this fascinating read explains the rationale behind the logo. Its in a section called Articles & Texticles. Im hoping it was an article because I prefer not to look at anyone elses texticles.
If youre looking for a forward-thinking express shipping company, point yourself in the direction of FedEx. Although, if youd like to gain a better understanding of a corporations identity package, you might pick up some interesting pointers when you Write The Company.
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