Thursday, May 14, 2009

FedEx - It'll get there

Before I graduated from university, I took a few courses in graphic design as an aid for my future in advertising (still looking!). As such, I've began noticing logos, layouts and typography all around me.

Since last year, I've been looking at the FedEx logo. It seems to be designed so that the E and X at the end formed an arrow in the white space, which I thought was extremely clever. So clever, in fact, that it should be subtlely used in ads.

Selling points like "Going places" or "Fast. Really, fast" or even "It'll get there" would work, but you combine this catch phrase with a closeup on the white space arrow before zooming out to reveal that it's FedEx that you're talking about.

For example, you can have the ad follow a parcel or letter on its journey, using a moving arrow along the way. As this visual is running, have a voiceover talk about reliability, speed, or world coverage. After the parcel is received, pan the camera back a bit to the arrow, which is now at an extreme close up and have the selling point go as the camera pulls back to reveal the FedEx logo. FedEx. Express.

Simple ads work fairly well in times when there is a lot of clutter and, usually, there is a lot of clutter. A nice, simple, three color ad with a clear voiceover and selling point would have great branding potential and the relative inexpensiveness of the ad would allow for greater distribution and impact, much like the Bell white and blue ads that popped up a few months ago.

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