Case Study: Federal Express
Lindon Leader, designer of the Federal Express logo, in an
interview talks about creating a typeface that would allow
for the ‘hidden’ arrow to be maintainted across mediums.
“I was studying Univers 67 (Bold Condensed) and Futura
Bold, both wonderful faces. But each had its potential
limitations downstream in application to thousands of
FedEx media, from waybills and embroidered courier caps
to FedEx.com and massive signage for aircraft, buildings
and vehicles. Moreover, neither was particularly suited to
forcing an arrow into its assigned parking place without
torturing the beautifully crafted letterforms of the
respective faces.”
