AlinaWheeler-DesigningBrandIdentity

FedExFedEx embodies a twenty-first century vision basedon a common information interface for all globalcustomers, applying one brand link to a broadspectrum of transportation and logistics services.FedEx provides a wide range of business, logistics, and transportationservices to customers and businesses in 220 countries and territoriesthrough its network of independent operating companies. Six millionpackages are now delivered each business day—a feat achieved throughcontinuous innovation. FedEx was founded in 1973 by its visionary chairmanand CEO, Fred Smith.GoalsConduct worldwide researchand analysis.Position FedEx as a globalprovider of time-sensitivematerial.Collaborate on articulatingbrand attributes.Design a new identity andbrand architecture.Facilitate cross-selling.Develop a brandmanagement resource tool.The success of FedExbranding has been driven bysmart instinct, swift decisionmaking, and compellingexecution, with the roleof research often beingto validate and provideexecutional guidance.Gayle ChristensenManaging DirectorGlobal Brand ManagementFedEx222