Colours play a significant role in FedEx branding. The combination of purple and grey on their main logo is a variation of the logo shown\u00a0on their boxes and trucks, which includes a brighter combination a bright color such as orange,\u00a0 green, blue \u00a0red and yellow. It\u2019s interesting\u00a0that FedEx has chosen secondary colors (colors that are created from blending primary colors that\u00a0include red, yellow and blue) and not primary colors. This shows that their is a mix of things involved\u00a0in the purpose of FedEx, and since they delivery everything from payroll checks to dog food, this is\u00a0consistent. Purple is typically associated with royalty. This can include feelings of luxury, power and\u00a0success. Orange is typically associated with action and can bring about feelings of warmth, excitement\u00a0and confidence. Grey is a neutral color, which is associated with calm and balance. By keeping purple\u00a0as the consistent color in its different logos, we see that royalty, including luxury, power and success,\u00a0is the message it wants to communicate in every association. The addition of the grey on their official logo and the added orange on trucks and packages can give viewers both a feeling of calm about the\u00a0company and the opposite feeling of excitement that a package has arrived. The purple and orange is not the only variation. FedEx uses different color combinations for each of their services which can be seen on the pictures below.<\/p>\n FedEx logo variations, source: www.fedex.com<\/a><\/em><\/p>\n The other shipping company logo<\/a> – UPS includes\u00a0brown and gold. UPS logo uses brown as its primary color, not only in its logo, but also on its trucks,\u00a0driver\u2019s uniforms and shipping labels. With the gold accent, these colors combine to invoke\u00a0earthiness, reliability and stability with a mix of elegance, royalty and richness.<\/p>\n UPS logo, source: www.ups.com<\/a><\/em><\/p>\n The fonts used in both logos are simple<\/a>, solid and clean and don\u2019t include flourishes. The\u00a0closeness of the letters in both also shows stability, like a solid wall.\u00a0The shield shape of the UPS logo shows reliability, safety and gives an official look, with a\u00a0nod toward an association with a uniform that someone in a position of authority might wear. The\u00a0solid, consistent shape of the letters that make up the FedEx logo also convey safety, security and a\u00a0firm foundation.\u00a0The UPS logo looks like it has a spotlight, or shine, to it that gives it added dimension and the\u00a0appearance of motion. There is a subtle arrow included in the FedEx logo. Can you find it?<\/p>\n FedEx vs. UPS logo on vehicles<\/em><\/p>\n Both of these logos show reliability and royalty, but through distinct \u201clogo personalities\u201d. Both companies\u00a0carry the look and feel reflected in their logo throughout their packaging, trucks, websites, advertising and\u00a0communication.<\/p>\n![\"FedEx](\"http:\/\/www.logo123.com\/blog\/wp-content\/uploads\/2015\/02\/fedex-logo.jpg\"){kind=logo}
<\/a>FedEx logo, source:\u00a0www.fedex.com<\/a><\/em><\/p>\n<\/a><\/p>\n<\/a><\/p>\nFonts, shapes and details<\/strong><\/h2>\n
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