Fedex

Module 3- SLP

Design of Goods and Services

FedEx

FedEx Corporation is one of the top four logistics companies in the world which is currently operating various locations worldwide. It has transformed itself from an express delivery company to a global logistics and supply chain management company. The FedEx logo is legendary among designers. It has one over 40 design awards and was ranked as one of the eight best logos in the last 35 years Anniversary American Icon issue of Rolling Stone magazine.

http://www.fastcodesign.com/1671067/the-story-behind-the-famous-fedex-logo-and-why-i...

FedEx is an abbreviation of the company’s original name, Federal Express, which was chosen to symbolize a national market place and help in obtaining government contracts. The original FedEx name was designed by Richard Runyon in 1973. As FedEx expanded its courier business into a company offering overnight courier, ground, heavy freight, document copying and logistics services FedEx logo experienced an innovative change. In 1994, Lindon Leader of landor Associates created the new hidden logo design. In the design of consumer product not only is the manufactured cost of interest, but also the quality of the product delivered and how well the product meets customer expectations is studied. FedEx has been able to sustain this competitive advantage by staying ahead of others in designing delivering products. FedEx uses the slogan “The World on Time” to convey its benefits to the market. When a consumer of a package delivery services thinks of time-sensitive materials, they first think of FedEx. They do so based on the brand’s value proposition: a promise of timelessness that is supported through an efficient global supply chain. Note the consumer only cares that the package is delivered on time, not how it happens. If the consumer believes in the brand promise, he/she will make her purchase decision on the attribute of the brand, timeliness, rather than by comparing one...