Just found this one recently when someone pointed it to me. This is about FedEx – more precisely about its logo. Take a look at the logo first.
Have you ever spotted the 'arrow' between the letters ‘E’ and ‘x’ in this logo? The arrow was apparently introduced to underscore speed and precision, which are part of the positioning of the company. However, they chose to keep it subtle, or in other words, a subliminal symbol.
The creator of the logo, Lindon Leader, explains why this was done: “The power of the hidden arrow is simply that it is a hidden bonus. It is a positive-reverse optical kind of thing: either you see it or you don't. Importantly, not getting the punch line by not seeing the arrow does not reduce the impact of the logo's essential communication. The power of the logo and the FedEx marketing supporting the logo is strong enough to convey clearly FedEx brand positioning.”
On the other hand, if you do see the arrow, or someone points it out to you, you won't forget it. I can't tell you how many people have told me how much fun they have asking others "if they can spot 'something' in the logo.”
Besides, FedEx is also an interesting case where the brand consultants convinced the company to shorten their corporate name and logo from Federal Express to the popular abbreviation FedEx. Besides creating a shorter brand name, they reduced the amount of colour used on vehicles (planes, trucks, boxes, POP materials) and saved hundreds of thousands of dollars in costs.
Now that is some true 'value for money' consulting!
Also, FedEx is one of the very few brands in the world whose name is now used as a verb, officially endorsed by the top dictionaries of the world. I can only think of Xerox being the other one. Any other brand name that you can think of?
If this is not the pinnacle of branding, I would like to know what else is!
Have you ever spotted the 'arrow' between the letters ‘E’ and ‘x’ in this logo? The arrow was apparently introduced to underscore speed and precision, which are part of the positioning of the company. However, they chose to keep it subtle, or in other words, a subliminal symbol.
The creator of the logo, Lindon Leader, explains why this was done: “The power of the hidden arrow is simply that it is a hidden bonus. It is a positive-reverse optical kind of thing: either you see it or you don't. Importantly, not getting the punch line by not seeing the arrow does not reduce the impact of the logo's essential communication. The power of the logo and the FedEx marketing supporting the logo is strong enough to convey clearly FedEx brand positioning.”
On the other hand, if you do see the arrow, or someone points it out to you, you won't forget it. I can't tell you how many people have told me how much fun they have asking others "if they can spot 'something' in the logo.”
Besides, FedEx is also an interesting case where the brand consultants convinced the company to shorten their corporate name and logo from Federal Express to the popular abbreviation FedEx. Besides creating a shorter brand name, they reduced the amount of colour used on vehicles (planes, trucks, boxes, POP materials) and saved hundreds of thousands of dollars in costs.
Now that is some true 'value for money' consulting!
Also, FedEx is one of the very few brands in the world whose name is now used as a verb, officially endorsed by the top dictionaries of the world. I can only think of Xerox being the other one. Any other brand name that you can think of?
If this is not the pinnacle of branding, I would like to know what else is!
4 comments:
Hi Satish
Hope u are doing fine. Have been reading the blog regularly. Please do keep writing.
In my opinion The Apple i pod is one such product which is fast becoming like a xerox. Every MP3 player is now referred to as "like an i pod" which truly I guess would qualify for as you have mentioned the pinnacle of branding.
Hi
I am Tarun here, I am planning a Blogcamp in India (Pune), if possible try to make it to it, if not then do try to participate through internet, using Youtube, Slideshare etc.
I have found few other guys who are also very enthusiastic about having a Blogcamp. We are already in process of contacting some good bloggers like you and others on Blogosphere.
The venue will be SCIT Pune (Symbiosis Center for IT). We are already talking to a few people to sponsor food, tshirts and goodies. But all these things are secondary. Success of a Blogcamp is dependent upon it's participants and that is where we are focusing right now.
Do share you thoughts on it.
You can visit our wiki (http://barcamp.org/BlogCampPune).
We also have our blog ( www.blogcamppune.blogspot.com)
Regards,
Tarun Chandel
http://tarunchandel.blogspot.com
PS: I know this is not the right place to put this invitation, but I was not able to find your email id.
Hello Satish sir,
As you have mentioned, there's another brand name used as verb.
Thats "Google"
I am searching for some more..
'llbe back when i find one
ya i found not one but many..I am surprised to see that and also read a article how bad it is when a brand name becomes genric from the "Aspirin" example which is a brand of bayer.
here is the list:
(not all are used as verb, except Velcro but brands that are added to dictionary and became generic)
•Rollerblade
•Walkman
•Chap Stick
•Dumpster
•Velcro
• biro
• gramophone
• laser
• kerosene
• frisbee
windsurfer
• escalator
• formica
• thermos
• linoleum
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