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Case Studies | Federal Express | Part Two

Landor worked with the FedEx brand leaders to update core brand attributes, which supported the future vision. The new brand architecture unified the independent operating companies under the powerful FedEx brand, accompanied by clear language to differentiate each company service: FedEx Express, FedEx Ground, FedEx Freight, FedEx Custom Critical, and FedEx Trade Networks. Each operating company was color coded. This approach had several strategic advantages. Not only was it aligned with the founder Fred Smith’s vision and requirements to build highly independent companies that could collectively compete under strong global brand, but the unified brand symbolized one convenient touchpoint for all customers regardless of their need or location.