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Fedex GSP Style Guide 052015
Fedex GSP Style Guide 052015
Introduction
Expanding Global Access FedEx is one of the strongest and most
Getting Started
recognized brands in the world. With
325,000+ team members supporting our
business in 220+ countries and territories,
it’s essential that we closely and carefully
manage all brand impressions, including
those delivered by FedEx Global Service
Participants (GSPs).
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Expanding Global
Access
Getting Started
Expanding Global Access
Since its launch in 1973, FedEx has As we foster these relationships,
been changing the world’s ideas about it’s vital that we protect the integrity
efficiency and reliability. Today, FedEx of the FedEx brand in the process.
moves global commerce, connecting
millions of people and possibilities This guide outlines the many
around the globe every day.
ways GSPs should tap into
Founder and CEO Fred Smith once said, the power of the FedEx
In a truly global brand while appropriately
and strategically representing
economy, prosperity
the relationship.
depends on global
Maintaining the FedEx brand is like
connections. keeping a promise, and everyone is
responsible for it. Working together
And so we continue to expand to maintain and enhance the FedEx
into new territories and regions brand means fulfilled promises to
through our relationships with the FedEx customer.
GSPs to give more and more people
access to the global marketplace.
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Expanding Global
Access
Getting Started
Getting Started
This guide includes GSP-specific information to help you apply the FedEx brand across a wide
range of applications. FedEx offers a variety of resources to support your branding efforts.
Resources
GlobaLink is your go-to GSP resource. FedEx GSP Planning and Development
Find essential tools and documentation provides strategic leadership for the
related to safety compliance, govern- GSP program by instilling best practices,
ment operations regulations, and more. strengthening the brand, and supporting
http://sp.web.fedex.com/sites/gsp/ revenue growth. FedEx GSP coordina-
sitepages/home.aspx. tors provide assistance to GSPs, offering
front-line support on issues such as
Global Brand Management (GBM) uniform ordering and badge requests.
sets global standards for FedEx and
provides overall direction for the brand. Approval parties
Go to brand.fedex.com to learn more. Wherever you apply the FedEx logo,
from stationery to vehicles, FedEx
Local and regional marketing and/or approval is required before production.
brand teams work with you on the Contact your FedEx Regional Marketing
implementation of the GSP brand representative about the approval
guidelines in your market. process and lead time required for
review of all materials.
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Expanding Global
Access
Getting Started
Getting Started continued
GBM contacts Regional contacts FedEx Trade Networks
(FTN) contact
MEISA
Nivedita Garg
ngarg@fedex.com
Mexico
Javier Orci
javier.orci@fedex.com
OTHER QUESTIONS
U.S. locations:
GBM team
gbmteam@gbmadvisor.com
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Logo Misuses
Color
Typography
Application Overview
Typical Timeframes
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Logo
Versions
Logo
Clear Space
Logo Placement
Logo Misuses
Color
The FedEx logo represents one of the most recognized and respected brands in the
Typography
world. To maintain equity in the FedEx brand, it’s important to respect the logo and
Application Overview
Typical Timeframes
follow these guidelines.
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Logo
Versions
Versions
Clear Space
Logo Placement
Logo Misuses
Color
With different graphic configurations and color versions, the FedEx GSP logo can accommodate a
Typography
wide range of uses. When designing applications using a FedEx GSP logo, use only the logos provided
Application Overview
Typical Timeframes
by your FedEx Regional Marketing representative.
Not every logo is available in every file type. One-color positive One-color reverse
FedEx Orange
Download the FedEx Brand Style Guide
from brand.fedex.com for more detail on
logo usage.
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Logo
Versions
Clear Space
Clear Space
Logo Placement
Logo Misuses
Color For the FedEx GSP logo to communicate effectively, it
Typography should not be crowded or overwhelmed by other graphic
elements.
Application Overview
Typical Timeframes A clear-space area surrounds the preferred logo and the
participant endorsement. This space must be kept free of
text and other graphic elements and away from the edge
of a field or printed piece. The minimum clear-space
allowance is measured as “x,” which equals the x-height
of the “FedEx” wordmark. Allow additional clear space
whenever possible.
x x
.5 X
x x
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Logo
Versions
Logo Placement
Clear Space
Logo Placement
Logo Misuses
Color
There is no predetermined location for the FedEx GSP logo. It can be placed anywhere
Typography
along the perimeter of the layout in a horizontal orientation.
Application Overview
Typical Timeframes
Logo
Versions
Logo Misuses
Clear Space
Logo Placement
Logo Misuses
Color Create a powerful impression by using only the FedEx
Typography GSP logo files approved for your region. Apply them
consistently and correctly to preserve the integrity of
Application Overview the FedEx brand. Avoid these misuses of the FedEx
Typical Timeframes Express GSP logo.
x The negative space between the “E” and x Do not rearrange the colors of the FedEx x Do not reproduce the one-color logo in
the “x” forms an arrow and should always GSP logo. Use only FedEx Light Gray for three colors.
be the same color as the background. the participant endorsement in the three-
color positive logo.
x Do not alter the elements of the logo. x Vertical orientation is approved for use
only on business cards and PowerPoint®
templates. The arrow on the negative space
must always point up.
Logo
Versions
Color
Clear Space
Logo Placement
Logo Misuses
Color
Color is a powerful tool that promotes visual recognition. When consistently applied,
Typography
the FedEx colors reinforce and extend the FedEx brand.
Application Overview
Typical Timeframes
It is important to ensure that the
corporate colors appear consistently
in every medium and application,
including high-quality production and
reproduction. Custom-engineered inks FedEx Purple FedEx Orange FedEx Light Gray
for FedEx match colors are available
from authorized vendors for use in
offset printing techniques. Color formula specfications
Color Pantone CMYK RGB Web
When necessary, use the precise ink
and color formulas provided here for C M Y K R G B
PANTONE®, CMYK, RGB, and web- FedEx Purple 2685 90 100 0 0 77 20 140 4D 14 8C
safe hexadecimal formats. Use only
the color references listed in this FedEx Light Gray Cool Gray 6 0 0 0 37 153 153 153 99 99 99
FedEx color chart. FedEx Light Gray Reverse 204 204 204 CC CC CC
FedEx Orange 021 0 65 100 0 255 102 0 FF 66 00
White 0 0 0 0 255 255 255 FF FF FF
Black 0 0 0 100 0 0 0 00 00 00
In lieu of the colors listed on this page, you may use the PANTONE® colors cited, the standards for which can be found in the current edition of the PANTONE formula
guide. The colors shown on this page and throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color
Standard. Consult current PANTONE publications for accurate color. PANTONE® is the property of Pantone, Inc.
Logo
Versions
Typography
Clear Space
Logo Placement
Logo Misuses
Color
Typography links everything we design. Consistent use of typography presents a unified
Typography
look for all our designs, ensuring that the brand communications are effective and
Application Overview
Typical Timeframes
accessible. Our system uses two type families — Univers® PostScript® and Univers
Condensed PostScript.
Aa Aa Aa
Alternate typography
When Univers is not available, as
with Microsoft Office applications
®
Narrow as a substitute.
Aa
Univers 47 Condensed Light
Aa
Univers 57 Condensed
Aa Univers 67 Bold Condensed
Aa
Arial Narrow Regular
Aa
Arial Narrow Bold
Logo
Versions
Application Overview
Clear Space
Logo Placement
Logo Misuses
Color
Branding is best when all elements work together, rather than each element standing
Typography
alone. Here are some considerations for each branded application if approved for use
Application Overview
Typical Timeframes
under your contract. Review each section for details.
Signage Uniforms
• Clean and well maintained. • All customer-facing team members have the
appropriate uniform.
• Accurately represents FedEx services provided.
• All uniform elements ordered through your
Interior design GSP coordinator.
• Clean and well maintained.
• Clean, well maintained, and properly fitting.
Wall graphics
ID badges
• Clean and well maintained.
• Worn visibly on the chest or a lanyard.
Packaging • If used, lanyards are solid color or combination
• Inventory well maintained. of FedEx colors.
• No GSP logos added to packaging. • Clean and well maintained.
Revenue documents
• FedEx air waybills, if used, have not been modified.
Vehicles
• Clean and well maintained.
• Decals properly placed.
• No unnecessary elements that detract from the
overall look.
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Logo
Versions
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Logo
Versions
Typical Timeframes
Clear Space
Logo Placement
Logo Misuses
Color Branding is an ongoing process, not Application Description Timeline*
Typography a one-time event. It’s essential to
continually monitor the quality of all FedEx logos are the visual articulation of the brand identity. Every logo is custom
Application Overview Logo suite artwork, and for every new FedEx identity, a suite of logos is created for print and 30 days
branded assets and quickly address online applications.
Typical Timeframes any necessary repairs or updates.
Production times for various branded ID badges are an important security measure. All GSP representatives must have an
ID badges official FedEx ID.
2–6 months
applications vary. This chart will help
you plan new branding projects and FedEx manages a modern global uniform and work apparel program of branded attire
6 months
needed refreshes. Uniforms for customer-facing team members and contractors. GSP representatives wear
depending on current inventory
FedEx-branded uniforms.
Vehicle schematics, graphics, and decals are available for vehicles that provide daily 30 days
Vehicles delivery of shipments or products. depending on number of
vehicles and type
From exterior building signs and directional signs to window and door decals, signage is 30–60 days
Signage key to consistently identifying the FedEx brand and directing customers at our locations. for design/production
Interior GSPs feature a FedEx-branded look and feel in customer-facing environments. Contact
Varies
design your FedEx Regional Marketing represenative for more information.
Branded decorative compositions of approved imagery that reinforce the identity are 4 weeks
Wall graphics available for FedEx corporate and retail locations. based on image availability
From business cards and letterhead to envelopes, the stationery system plays an
Stationery 4 weeks
important role in brand consistency.
Sales &
Branded communications, whether printed or digital, promote business and
marketing 2–6 weeks
generate sales. Must be approved prior to use.
tools
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Facility Applications
Signage This section details the approved GSP
Retail Location
approach to using FedEx signage, interior
design elements, and wall graphics.
Interior Design
Wall Graphics
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Signage
Retail Location
Signage
Interior Design
Wall Graphics
Monday 10:00am-12:00pm
Tuesday 10:00am-12:00pm
Wednesday 10:00am-12:00pm
Thursday 10:00am-12:00pm
Friday 10:00am-12:00pm
Saturday 10:00am-12:00pm
Sunday Closed
The participant endorsement is used with
Most credit cards are accepted at this location
Signage
Retail Location
Retail Location
Interior Design
Wall Graphics
Exterior
Long-range signs may feature
the FedEx brand without the
licensee language only if there
is a short-range sign in close
proximity to the entrance.
Short-range signs feature
the GSP company name and
required licensee language.
Monday 10:00am-12:00pm
Tuesday 10:00am-12:00pm
Wednesday 10:00am-12:00pm
Thursday 10:00am-12:00pm
Friday 10:00am-12:00pm
Saturday 10:00am-12:00pm
Sunday Closed
Most credit cards are accepted at this location
24-hour shipping and information at fedex.com
Hold package service available Mon - Fri after 9am and Sat after 10am
Interior
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Signage
Retail Location
Interior Design
Interior Design
Wall Graphics
An interior design program provides a consistent approach to the design and aesthetic
elements of retail and customer-facing environments.
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Signage
Retail Location
Wall Graphics
Interior Design
Wall Graphics
Wall graphics in customer reception areas and work offices communicate our global
services, the strength of our corporate image, and our commitment to customers.
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Power Applications
Vehicles Outside of direct customer experience with
the FedEx brand, power applications are
Packaging
the next highest driver of brand awareness.
Revenue Documents These highly visible brand expressions,
Uniforms like our vehicles and uniforms, must be
managed closely and carefully. This section
ID Badges details the proper use of power applications
by GSPs. For additional information about
the maintenance and upkeep of power
applications, please download the Power
Application Audit Guide at brand.fedex.com.
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Vehicles
Packaging
Vehicles
Revenue Documents
Uniforms
ID Badges
Our vehicles don’t just deliver packages; they also deliver our brand. Our prominent logo,
along with the strong white backdrop, creates a bold look that cuts through everyday clutter.
Vehicle schematics
To request a quote, send mechanical drawings or a
photo with the wheelbase measurements of your vehicle
to your FedEx Regional Marketing representative. The
quote will include a schematic of your vehicle showing
the precise locations where decals should be placed.
Once the schematic is approved, contact your GSP
coordinator to place an order. Order standard vehicle
decals through your GSP
coordinator. Contact your
FedEx Regional Marketing
representative about custom
branding, co-branding, or
special requests.
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Vehicles
Packaging
Packaging
Revenue Documents
Uniforms
ID Badges
Second to vehicles, packaging is the most visible power application of the FedEx brand.
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Vehicles
Packaging
Revenue Documents
Revenue Documents
Uniforms
ID Badges
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Vehicles
Packaging
Uniforms
Revenue Documents
Uniforms
ID Badges
FedEx uniforms make millions of brand impressions every day. They give couriers and other front-
line team members a consistent, professional look that inspires customer confidence. When we
present ourselves well, customers notice and expect great service.
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Vehicles
Packaging
ID Badges
Revenue Documents
Uniforms
ID Badges
MEM
Legal-Approved Relationship
Statement Here
• ID badges must be worn visibly on the chest or EXP XX / XXXX
on a lanyard that is preferably a solid color or some
US
FIRSTNAME
XTRALONGLASTNAME
combination of FedEx logo colors. 123456789 1234567
Example ID badge
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Websites
Banner Ads
Social Media
Stationery
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Websites
Banner Ads
Social Media
PowerPoint presentations are a staple of business communications. To ensure visual
Stationery consistency, all presentations that feature FedEx should be created using one of our
approved templates at brand.fedex.com.
Your customized PowerPoint ABC Courier Company: Licensee of Federal Express Corporation
template must be approved
by your FedEx Regional
Marketing representative
prior to use.
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Horizontal format
Vertical format
Small-block format
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Addressee’s Name
Business Name
Street Address
City Name, ST/PR 12345-6789
Dear Addressee,
This letter is an example of a typical format for a letterhead. The clean and organized Division Name
Department Name
appearance of the flush left format presents a highly professional letter in the world of 1234 Street Name
business communications. Suite 123
City Name, ST/PR 12345-6789
Country
The letter should be typed single-spaced in 11-point Univers 45 or 12-point Univers 47
Provider Name on this line
Condensed. If Univers is not available, you may use 11-point Arial. Licensee of Federal Express Corporation
Align the date 17.5 mm below the wordmark (61 mm from the top of the paper) and 30.3
mm from the left edge of the paper. The left edge of the body of the letter should align with
an imaginary line drawn along the left edge of the capital “E" in “FedEx." Skip two lines
before typing the addressee’s name and address flush left with the date line. Skip two lines
ADDRESSEE NAME
between the last address line and the salutation. Thereafter, skip one line between the last BUSINESS NAME
line of a paragraph and the first line of the next. STREET ADDRESS
CITY STATE/PR POSTAL CODE
Do not indent the beginning of any paragraph. Skip two lines between the last line of the last
paragraph and the closing. Skip four lines between the closing and the sender’s typed name,
which should allow enough space for the sender’s signature, title, telephone number, email
and internet address. Allow enough space for the sender’s name only if the stationery is
personalized.
Sincerely,
Firstname Middle XtraLongLastname
Title First Line
xtralonglastname@fedex.com
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