ISSUE |
FedEx is one of the world's great success stories, the start-up that revolutionized the delivery of packages and information. The importance and maintenance of the integrity of their brand is an integral part of their business. The existence and additions of individual Operating Companies and services creates a constant need to keep their customer and client resources updated, all the while maintaining the consistency of the FedEx brand philosophy.

CHALLENGE |
FedEx Services determined the need for a system of graphic icons that can quickly and accurately identify a host of products, services, processes and assets across the family of FedEx operating companies. Each icon had to be able to stand-alone or combined within a group. The graphics also had to be sophisticated enough to be used in multiple applications and formats.

Vanguard Media was commissioned to do the 2002 FedEx holiday card. In years past, different cards were produced for each Operating Company. In 2002, it was determined that one card would serve as the greeting for each Operating Company-a global wish from a global brand with a requirement to differentiate the operating companies.

SOLUTION |
The selected system contained 60 different corporate icons, with color variations across each operating company, resulting in over 200 permutations. While maintaining the same line weight and style, the background colors were modified to reflect the appropriate FedEx Operating Company. An Icon User Manual was also created to assure appropriate usage, duplication and size guidelines.

The holiday card design incorporated a simple, elegant snowflake with a blind emboss on the front cover. The replicated snowflake contained the operating companies' distinctive brand colors, appearing on the inside and outside, highlighted by perforated edges. FedEx holiday card recipients received more than a card…they got an ornament as well.