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Logo Comparison


              The two logos that I decided to compare and contrast are the logos for FedEx and UPS. FedEx is an American courier delivery services company and it stands for Federal Express. UPS stands for United Parcel Service. UPS is the world’s largest package delivery company and a provider of supply chain management solutions. Both of these companies provide delivery services to their customers. In my opinion, I believe that FedEx’s logo is more successful. FedEx’s logo is purple and orange. Those colors are a unique combination. I don’t know recall any other companies that use those two vibrant colors together off the top of my head. The lettering of this logo is in bold. The font is simple. Also, there is a hidden white arrow between the E and the X. I think that that is incredibly clever, especially because the company is known for providing delivery services. Once people see this arrow in the logo, they always look at the arrow. They also associate the arrow with fast delivery. The purpose of the hidden arrow according to the designer of the logo was to symbolizes the company always moving forward and looking ahead. This hidden arrow is the key to this logo. It subtlety let’s customers the purpose of the company. This is a simple and very successful logo. 
           In my opinion, the UPS logo is boring. The colors of this logo are brown and gold. The logo appears to be a shield. The letters UPS are bold like the FedEx logo. The top of the logo is round and the bottom slowly comes to a point. Both of these logo abbreviate their company’s name. In this regard, I believe that more people know that FedEx stands for Federal Express. I think that people may take longer until they realize what UPS stands for. I think that the choice in colors are dull. The UPS logo originally had an eagle on I when the company was founded in 1916. I think that they should have kept the eagle. People associate the bald eagle with America. In 1961 the logo had a bowtie on it as well. I also liked that logo better than the current one because the logo looked like a package with the bowtie. The logo is too plain  for my liking. However, the logo’s simplicity be the reason the company is successful. People associate the color brown with boxes and packages. Sometimes, less is more. I like the FedEx logo more because of its hidden symbolism. People are always pointing out the hidden arrow to other people, which spreads awareness about the company to more people. Both logos incorporate the companies names in the logo and have simple designs. Overall, while I think FedEx’s logo is more creative and fun, I think both are effective logos and successful companies.






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