Darren’s question in his blog, “Does a Logo Really Matter” got me thinking about the concepts of visibility and identity. I think the key to having a logo is not so much about bringing new attention to a product than it is about sustaining attention. Once a consumer connects a company with its logo, the real job of the logo is to maintain company visibility in a highly competitive world. The more the logo is seen, the more the company is saying, “I’m here! I’m here! I’m here!” Therefore, one of the keys to designing a logo is simply to be different, so the company’s specific voice stands out among the crowd. At the same time, a logo has to be concise and direct. In a world of chatter, people tend to turn off after a few seconds. These two reasons might explain why the Fed Ex logo works so well. This no frills logo stands out from the crowd and does so directly and clearly. It is like a stamp.

   Maintaining visibility with this stamp can also be achieved in many ways. The simple and clear logo can be stamped upon any form of communication the company wants to make. It goes on stationary, websites, advertising, products, and so on, continually reminding the consumer about company and product identity.

   Designing a simple and direct logo might seem straightforward and even easy, but the most important factor of a logo is identity. The arrow in the Fed Ex logo simply reinforces identity in a subtle, yet powerful way. Once identity is established, it must remain visible. That is why the Fed Ex logo is stamped right on the side of the delivery trucks.