https://www.vistaprint.
com/hub/anatomy-of-a-logo
The anatomy of a logo:
how the parts of a logo fit
together
June 21, 2021
Estimated reading time: 11 minutes
“What is a logo, exactly?”. Essentially, it’s the face of a company, a graphical
representation that provides essential information about a business and sets the tone for
brand identity. Logos are designed to be easily understood at a glance—simple and
memorable. This can lead to the misconception that there isn’t much to them. But the
anatomy of a logo is not only more involved than it can at first appear, anyone who wants
a logo must be familiar with it if they want to create a successful logo.
Even while the whole composition is important, each part of a logo has its own specific
purpose and particular effect on the viewer. In addition, different types of logos may
contain some parts that others exclude. In order to help you design the best overall logo
design, we are going to walk through the individual pieces of a logo and how they work.
Logomark
The logomark is the icon, pictogram or graphical element of a logo design. It is generally
the most recognizable part of a logo, meant to encapsulate the entirety of the brand in a
singular image. It accomplishes this through symbolism, shape language, color theory,
and design principles—communicating traits to the viewer on a subconscious level. Often,
it acts as an avatar, meaning it stands alone for the brand in certain contexts when the
other elements of the full logo are absent.
Logo design with a monogram by Dusan Klepic via 99designs by Vista.
Logo design with a mascot by NKupfer via 99designs by Vista.
Logo design with an abstract mark by KAYA graphcis™ via 99designs by Vista.
Logo design with a pictorial mark by svart ink via 99designs by Vista.
The logomark can come in a variety of forms. A pictorial mark will model itself after a
specific image, such as the clamshell on the Shell logo or the peacock tail on the NBC
logo. An abstract mark will use organic shapes or geometry with no reference to explicit
images. A monogram will use a decorative version of the initial letter(s) of the brand
name. A mascot will use character design to create an appealing character, often one that
will appear in other contexts outside the logo such as on a website or in a commercial.
Wordmark
The wordmark is the text part of the logo design that displays the brand name. As it
explicitly identifies the brand, it is comparable in importance to the logomark, to the
extent that for many brands the wordmark is the entire logo .
The wordmark is the brand name that accompanies the logo icon. It can stand alone—
some brands only have a wordmark logo with no icon. Design by artsigma via 99designs
by Vista.
The wordmark’s main concern is typographic style and legibility. Since it is so important
for name recognition, the letters must be readable across a wide range of sizes and
distances.
Custom lettering is also preferable to a standard font in order to stake out a unique
identity. With that said, plenty of high-profile brands use fonts as the starting point for
their wordmarks.
Another consideration is when the typography of the wordmark becomes the basis for the
rest of the fonts a brand will use (in letters and advertising, for example). Designers must
effectively leverage the way logo fonts communicate through their shape and style.
By ✦ᎪᏞᎥᏟᎥᎪ✦ via 99designs by Vista.
For wordmark logos, hand-lettering is usually preferable. Custom wordmark
by khingkhing via 99designs by Vista.
For wordmark-only logos, many designers choose a more creative, hand-lettering style
given the absence of any other graphic. This can be useful if it fits the brand and remains
legible. Some wordmarks can also contain graphical elements that wouldn’t necessarily
stand alone as a logomark, such as Amazon’s smile or the balloon in Alicia’s Pop Up Party
logo pictured here.
Tagline
The tagline is the secondary text portion of the logo that is usually paired with the
wordmark to provide more information about the brand. Often, this will be either a slogan
or qualifying words that describe the nature of the business (for example, industry
markers like “cafe” or “fitness studio”).
A tagline accompanies the wordmark and can contain information about the nature of the
business. Design by Fe Melo via 99designs by Vista.
As the information is lower priority than the brand name, it usually contrasts the
wordmark with a smaller, thinner or more condensed typographic style. Generally, it will
use a font instead of custom typography, and it should be adaptable as the business
tagline may change with the marketing strategy over time. Additionally, it is not as
important that the tagline be legible from far away. Some versions of the logo can safely
omit it entirely as it is a nonessential feature.
By 7plus7 via 99designs by Vista.
By Arthean via 99designs by Vista.
The tagline is most useful for new or unknown brands as it offers more straightforward
context than the logomark (which relies on imagery and emotional appeal) and the
wordmark (which only tells the viewer the brand’s name).
Establishment date and location
The establishment date and location in a logo design offers background history on a
brand. This is a rarer inclusion these days—it was much more of a regular feature in the
past. Modern logos tend to avoid any excess information in an effort to be more visually
streamlined. It can, however, still be useful on emblem style logos for a vintage look.
Aside from this, it also tends to signal mom-and-pop or local businesses, given the implicit
pride it takes in mentioning its geographic roots.
By Project 4 via 99designs by Vista.
By Virtuoso” via 99designs by Vista.
By Daredjo via 99designs by Vista.
By Neatlines via 99designs by Vista.
From a design standpoint, its font is even smaller than the tagline. Usually, the date will
be placed above the wordmark—with the “estd” aligned left and the date aligned right—
and the location will be placed centrally aligned beneath the wordmark, creating a
balanced arrangement.
Framing
A frame is an optional logo design feature that encloses the logo in a seal or underscores
some of its elements with decorative lines. A frame can be as simple as a plain box
around the logo or as elaborate as a multitude of intricate filigrees. It can consist of solid
colors or detailed line art.
By Freshinnet via 99designs by Vista.
By EARCH via 99designs by Vista.
Ornamental frames are particularly common on emblem logos where they can mimic
vintage stamps or signage. When a logo design has many elements, embellishments like
underlines and flourishes can help to direct the eye or provide emphasis. More elaborate
frames tend to signal elegance or sophistication, given that frames are in and of
themselves an unnecessary extravagance.
This logo is framed in a shield. Design by Dexterous” via 99designs by Vista.
This logo is framed in abstract lines. Design by aleano™ via 99designs by Vista.
The effect of the frame (even if the purpose is purely decorative) is to establish an explicit
shape. An overall logo design will have an implied shape without a frame, but designers
can more directly control the shape that viewers perceive with a frame.
The resulting shape can be abstract, such as a circle or square, and this tends to be
ornamental. The shape can also be based on a physical object, such as a shield or price
tag, and this can be useful for a more illustrative approach, where the frame can
thematically support the imagery in the logomark.
Background
The background of a logo is any color, image, texture or physical material placed behind
the logo. Typically, logos are designed in software with transparent backgrounds, but this
is not the same as having no background. On the contrary, logos often appear in a variety
of different contexts (from letterheads to T-shirts to websites to the sides of buildings and
more), meaning they will have an exponential number of potential backgrounds.
By uxcoma via 99designs by Vista.
By vraione via 99designs by Vista.
Aside from presentations of the logo in which the designer may choose a solid color
background or create a 3D mockup of the logo, the other backgrounds the logo might
appear with cannot always be planned for ahead of time. The designer can, however, set
the logo up to be legible in various backgrounds as a part of the design process.
Negative space
Negative space is the part of the logo that cannot be seen. It describes the empty space
around and inside the logo—anywhere there is not a shape or color.
Space between logo elements (including typeface kerning) is an important consideration.
Design by Arthean via 99designs by Vista.
In a brand style guide, designers typically establish rules for the minimum amount of
space that should exist between the logo and any other objects on the page—this is
referred to as padding. Without the appropriate amount of padding, the logo can be
crowded by other page elements, and this can compromise the effectiveness of the logo
or create tangents.
Similarly, negative space must be managed within the logo: a designer must decide how
much space to put between logo elements as well as each letter in typography (referred
to as kerning). Because the logo can appear in a variety of sizes, correct spacing is largely
a matter of making sure the logo reads well when scaled up or down.
By brandsformed® via 99designs by Vista.
By Sava Stoic via 99designs by Vista.
Negative space can also be an opportunity to create shapes out of nothing. The Fedex
logo, for example, famously creates an arrow out of the empty space inside of its letters.
This approach can also be useful in making multiple silhouettes out of a monochrome
palette, as in Sava Stoic’s distinct guitar and mouse shapes in the Straight No Chaser
logo. All in all, the part of the logo you can’t see is just as valid and useful as the part you
can.
Putting the logo design pieces
together
The anatomy of a logo design is essential for any designer to know, but it is not enough. In
order to get a successful logo, you have to put these pieces together in a way that is
thoughtful and effective.
The lines in this logo’s pictorial mark match the script style of its wordmark. Logo design
by EWMDesigns via 99designs by Vista.
While each piece of the logo design anatomy can deserve its own attention, it is a
designer’s job to make sure that they look like they belong together. During the sketching
phase of the logo design process, many designers will start with the main feature of their
logo (usually the logomark or wordmark). This gives them a visual reference point around
which to design other elements.
One approach can be to create cohesion through consistency in design elements—for
example, the thickness of the illustrative lines can match the weight of the typography.
On the other hand, contrast can make the design elements feel like they are in
conversation, reacting in opposition to one another.
By merci dsgn via 99designs by Vista.
Finally, designers must be familiar with the composition principles to arrange all of the
elements of a logo in the most effective way. There are a few standard logo compositions,
namely a pyramid composition (a central, top-to-bottom arrangement that goes logomark,
wordmark, tagline) and a rectangular composition (in which the logomark is placed to the
left of both the wordmark and tagline).
These are popular for a reason: a logo is meant to be straightforward and easily read, and
sometimes overthinking the composition can needlessly complicate things. But it is still
important to explore your options for composition, especially if your logo will contain a lot
of elements. Alternatively, plenty of designers choose to create versatile compositions, as
in merci dsgn’s Papaya Pup logo.
At the end of the day, great logo elements, great composition and a great designer are
how you get a logo that is more than the sum of its parts.
https://logo.com/blog/fedex-logo
The FedEx Logo: The History
Of The Award-Winning Logo
Design
June 29, 2023
By: Gareth Mankoo
Clever, cheeky, and subliminal—one would expect these
attributes from the logo of a fast food chain or a cola brand.
But the FedEx logo has become such an iconic symbol that it
stands out as one of the best exemplars of branding in
logistics. Apart from being one of the world's most famous
logos, it is also trendy and cool.
We will explore what makes this logo so versatile and still
manage to put up a serious business face whenever
required.
Here’s the story and science behind the magic of the
endearing FedEx logo.
The evolution of the FedEx logo since 1973
From the Fedex abbreviation to an optical illusion, the FedEx
logo has come a long way to establish its indomitable mark
in the history of branding. The logo's story has interesting,
lesser-known facts you may have never known.
It began with forming the company as a package delivery
outfit in 1971. The brand got its first logo designed in 1973,
and there have been only three logo redesigns in its 50-year
history.
Let’s follow this exciting journey from its origin to the
present day:
1973 to 1991: Federal Express
1973-1991
Only a few know that FedEx used to be known by its
full business name, Federal Express, to show the link
between the civilian population and the US government.
Another interesting reason why the founder, Fred Smith,
picked the word “Federal” in the name is to bag the Federal
Reserve Bank as a customer.
The 1973 logo was designed with this brand name in mind,
bearing a heavy wordmark to accommodate both. The
company's business proposition was “speed of delivery,”
which is why the logo needed to convey it creatively.
The designers cleverly placed both words of the logo on an
upward incline, with the text written in contrasting brand
colors. “Federal” was written in white and set against a field
of blue, while “Express” was inscribed in red lettering
against a field of white that merged neatly with the font of
the first word.
Like it is today, the Fedex logo image was completely
rectangular.
Launch your brand in minutes with a
free logo
窗体顶端
I want my free logo!
窗体底端
1991 to 1994: FedEx is introduced
1991-1994
As brands started to embrace more minimalist logo
designs in the last decade of the century, the FedEx logo
donned a new avatar. The current logo seems to have drawn
some inspiration from the “transition” logo, which
represented the brand from 1991 to 1994.
The most significant contribution of this rebranding was the
shortening of the name, as it went from Federal Express to
FedEx.
The logo typeface was in all caps and thick, with rounded
edges. On a second look, one will notice the similarity of the
font with the first logo. The 1991 logo was the first to
introduce the purple and orange font colors, which have
been incorporated in the new logo, albeit with different hues.
1994 to today: The one we know and love
1994-current
The current FedEx logo is nearly three decades old. The
sheer cleverness with which it was designed is reason
enough for its immortality. It is more professional, has its
own secret cues within the design, and also lends itself well
to today's digital applications.
Most brand logo designs created in the 1990s have had to
rebrand to accommodate dynamic social media platforms.
One must give due credit to the designers of the FedEx logo
for creating a visual element that has stood the test of time.
Lindon Leader is responsible for the phenomenal logo,
introducing exclusive touches to the wordmark. He has been
famed for his work with brands such as Motorola, Addison,
Hawaiian Airlines, and Disney.
The logo dropped the blue and red for purple and orange. A
unique touch to the logo is the attachment of the “d” to the
“E” character, with the color difference being starkly
represented.
The LOGO.com versions of the FedEx logo
design
Both iconic and ingenious, the FedEx logo is instantly
recognizable around the globe.
If you were to ask someone to name a logo with a hidden
meaning, chances are they would mention the arrow in the
FedEx logo (or the smiley face in the Amazon logo). But
could the famous design be reimagined?
Need a FedEx logo maker? No need. Design similar versions
of the FedEx logo below and take them home for free!
Thanks to a few subtle tweaks, we now have not one but two
FedEx logo images to take inspiration from. You don't need a
FedEx logo maker; just rely on LOGO.com, and you're set.
The FedEx logo today: What makes it work?
Source: Inc. Magazine
The FedEx logo has earned over forty design awards from
across the globe. It is also among the first few logo
references one can give while demonstrating the importance
of creativity in the arts. The logo represents service, speed,
precision, and reliability—characteristics built over years of
trust and belief in a brand.
Lindon Leader spent nine months of research and testing to
finally arrive at the logo. He attributes his creative freedom
to Frederick Smith, the former CEO and present Chairman of
FedEx. Leader picked the famous color combination after
testing several palettes.
The typeface is simple and easy to read, even if you spot it
on a speeding delivery van. The logo combines two fonts:
Univers 67 and Futura Bold.
The attention to the finer details in the logo is the reason
why it has positively impacted customers and the brand to
such a great extent.
Launch your brand in minutes with a
free logo
窗体顶端
I want my free logo!
窗体底端
FedEx logo’s optical illusion: The power of
white space
The logo's white or negative space between the last two
characters represents an arrow on FedEx that faces right to
indicate forward movement. It is among the most cited
frequently examples when one discusses the creative use of
white spaces in typography. The white space could be
shaped innovatively by tweaking the fonts and combining
two styles.
One can notice the cleverness in the design by observing the
negative space between the “E” and “x” characters, which
showcases a forward arrow on FedEx.
Source: CNN
Leader picked the current FedEx logo from among 200
logos. The designers needed to create these options to
integrate the arrow on FedEx as naturally as possible.
A trained eye may observe how excessive the white space
appears to be. The designers deliberately left more vacant
areas because not everyone can pick up on cues hidden in
white spaces. This argument has been accepted and
appreciated by the brand.
A brief history of FedEx: How did it start?
FedEx, or Federal Express (as it was formerly known), was
established by Frederick Smith in 1971. Although it
competes directly with UPS as a transportation, delivery, e-
commerce, and business services company, it doesn’t have
the latter’s old parentage. The company is headquartered in
Memphis, Tennessee.
Source: FedEx
The company commenced operations in April 1973 with just
389 employees. The company had 14 small planes that
delivered packages across 25 cities in the United States. It
took two years for FedEx to turn a profit.
The company was instrumental in deregulating air cargo,
which allowed courier companies to use larger aircraft and
helped change the world of logistics and delivery services.
Source: FedEx
In 1983, a decade after the company was established, the
revenues finally touched the $1 billion mark. FedEx is the
first American company to have achieved this milestone in
10 years without acquisitions or mergers.
By 1984, the company began intercontinental shipping. A
significant milestone for the company was the 1994
acquisition of Evergreen International Airlines, after which it
began operations in China.
This development catapulted the company’s success, as it
was the only United States-based cargo company to import
and export goods from and to China.
Sooner or later, it didn’t take FedEx long to reach the whole
world.
Frequently asked questions about the FedEx
logo
What are some commonly asked questions about the FedEx?
Get your questions answered with these three FAQs.
1. What is the hidden meaning in the FedEx logo?
The optical illusion in the FedEx logo is one of its most
recognizable features. There is an arrow in white between
the letters E and X. It represents quickness, precision, the
pursuit of excellence, and tenacity in the face of adversity.
2. What is the origin of the FedEx logo?
In 1971, the company introduced its first logo, which
featured a rectangle with the brand name "Federal Express"
written across its diagonal. Federal was written in white and
set against a blue background, while Express was given a
red background and placed in the bottom half of the
rectangle.
3. What color is the FedEx logo?
After expanding beyond the express business into trucking-
only offerings in the late 1990s, FedEx began using
secondary colors other than orange. When it comes to
domestic parcel delivery, FedEx Ground's logo is purple and
green, while FedEx Freight's is purple and red.
