W19 FedEx Logo

I like this design because it is a logo that is simple, easy to view, and has gestalt in it. I believe the target audience for this logo to be males aged 30-50 who need a reliable service when it comes to shipping goods. The concept of this design spells the word FedEx, standing for Federal Express, in a purple and orange color scheme. The concept also includes an arrow in the negative space between the E and the X, using the figure-ground principle of gestalt. This design could be found in numerous places associated with the business including on each box they ship and package as well as each of the cars they send out for delivery.