Regis Group Affiliate
I remember clearly the campaign tag line when Federal Express first put large dollars behind a national advertising campaign: “When it absolutely, positively has to be there overnight!” The implication was, of course, that those other guys (especially those in the brown uniforms) couldn’t be trusted to get it there in the morning.
It was created at Amiratti-Puris, at about the time that my friend Paula Green wrote the seminal line for Avis at Doyle, Dane and Bernbach “We’re number two. So we try harder!” This was the start of the use of plain language in tag lines, that is still with us today, as an important part of Branding. And if you’re lucky enough to have an inspired designer as well, as did Federal Express when they shortened their name to FEDEX, then you’re way ahead.
Their delivery service is as straight as an arrow, as I have found the many times when my package has indeed arrived at my client’s door at nine am as promised, so a brilliant designer implanted an arrow in their logo.
Don’t see it? Look carefully at the “E” and “X”, and you’ll see that they create an arrow out of the white background. Fortunately, this is a company that lives up to their excellent branding, and for that, they get a well-deserved tip of our hat!
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