"Early on, before the brand rollout in mid-1994, FedEx's public relations agency was preparing to emphasize the arrow as a secondary graphic to underscore the "speed/precision" positioning. They proposed to leverage this in their FedEx communications. Landor put its foot down and said, "No way."
That's why firms like Landor are worth the money. Telling a client "no" is hard, but that's what they're paying for.
"Early on, before the brand rollout in mid-1994, FedEx's public relations agency was preparing to emphasize the arrow as a secondary graphic to underscore the "speed/precision" positioning. They proposed to leverage this in their FedEx communications. Landor put its foot down and said, "No way."
That's why firms like Landor are worth the money. Telling a client "no" is hard, but that's what they're paying for.