I have thought about this all week, and have tossed several ideas around along with various explanations. However, today, as we were headed to the soccer game, we passed a FedEx truck. Taken by itself, the FedEx logo is simply words on the side of a truck, a building, on boxes, etc. But, if one looks closely, there is a deeper, more symbolic meaning within the word. When put together, the capital 'E' and 'x' create an arrow. One site* I found noted that this symbolizes "speed and precision of the courier service." Also, an arrow represents movement which is the ultimate goal of Federal Express. Given the fact that FedEx has stiff competition from UPS and the USPS, I'm assuming they are willing to try anything to gain an advantage, including using illusions in their advertising campaign.
*Vurdlak, (2006) FedEx logo optical illusion. Retrieved September 22, 2009 from www.moillusions.com/2006/05/fedex-logo-optical-illusion.html
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In another blog, someone mentioned symbols associated with universities. In reflecting on this, I thought back to the late 90s when Nike created a new basketball jersey that moved well away from the traditional uniforms. This did not go over well with Tar Heel nation, and was a one and done design. Nike quickly went back to the traditional look which shows that money talks, as fans refused to buy into the new style. Carolina is steeped in tradition, back to the Old Well (another organizational symbol), and to move away from the decades old Carolina blue and argyle was unthinkable.
Chris,
ReplyDeleteI had never noticed that arrow before and it took me a minute to see it even with your explanation. Thanks! The FedEx symbols illustrates how some companies maintain an icon in order to keep the same image in front of consumers over time as opposed to Google, which changes its symbol. Both approaches work for those companies. When Nike tried to change uniforms, it rammed into tradition and had to return to the traditional uniform. It would be interesting to study changing symbology over the year. I'm thinking of the Coke logo and how that changes and then changes back and if that process is all a big marketing ploy.
People like to have constants. They are familiar and comforting. Classic Coke, Frosted Flakes, and other comfort food brands have lasted for years because they symbol, for many people, signs of family, home, and friends.
ReplyDeleteCoke doesn't really change its logo much - there may be variations but they always have the foundation of the classic script. Pepsi, on the other hand, has permanently modified its red, white, and blue ball and the font of "pepsi" several times over the years. I think this is intentional - Coke wants to be known as the "classic" cola, while Pepsi is "the choice of a new generation" and wants to stay "hip" and current. However, Coke is constantly changing its slogan. Since 1886 they have had 56 different (English) slogans. In 1939 alone they changed it three times. The longest they have kept a slogan is 7 years (1993 - 2000). While Pepsi communicates change through its logo, Coke does it through its slogan. This falls into the theatrical realm, because the basic formula hasn't changed for either company (with the exception of the New Coke disaster in 1986), so what are they supposedly changing?
ReplyDeleteI totally agree with Shawn. People love consistency. This is also referenced in our reading. Culture is constant. Beliefs, feelings, artifacts, and norms are all important aspects of an organization and should be respected. Change comes slowly and now I understand the reason that stakeholders are so resistent to change, at times.
ReplyDeleteChris, I had not noticed the arrow either.
ReplyDeleteI find it interesting that the arrow points ahead for speed--which is there focus.
Yet in the Baldrige System, the arrows point up depicting growth.
Of course, both organizations have the aligned arrows in common. They are heading in the same direction within the organizations themselves.
One chooses forward, the other chooses up.
Chris, Thank you for making mention of the arrow in the FedEx logo. I have always found logos to be interesting symbols of an organization's mission/purpose. I recall that when the Tarheels changed their logo to the new ram head design, there was concern among the community about the ferocity of his appearance. Likewise, ASU changed their mountaineer logo a few years ago from the rustic image to a newer, fresher style. Some were concerned that this was moving away from the heritage of the institution...perhaps because we find comfort in our tradition.
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