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. As we grow and expand, we've recognized that there's one FedEx brand in the world, and we want to make sure we maximize its value and simplify it for customers. The time was right to make a change," he said.
The purple and orange combination was previously used on FedEx's Express and Supply Chain logos and will now run on all of its business division logos, including FedEx Corp., Services, Office, Ground and Freight. FedEx Corp.'s logo will change from purple and gray to purple and orange, for example, while FedEx Ground will say goodbye to its purple and green color scheme.
"FedEx has billions of brand impressions every day, and the logo is part of all of those. We're so proud of the brand identity that we have globally," Fitzgerald said. "It's all about giving our customers the most powerful brand imagery we can."
FedEx is currently gearing up for the holiday season, its busiest time of year, and is sponsoring the PGA tour, including this week's FedEx Cup golf tournament. The company will soon unveil new spots for the first week of the NFL season.
Article originally appeared on Adweek Advertising & Branding: Link.