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(Brand guidelines) // Travel and transport

FedEx brand
guidelines

FedEx’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from fedex.com.

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About FedEx

FedEx is a global shipping and logistics brand that helps people and businesses move packages, freight, and commerce. Its identity pairs a distinctive wordmark with practical, confident communication about reliable delivery, connected networks, and control over the shipping experience.

Use the FedEx wordmark as the primary brand signature. Preserve its lettering, proportions and the negative-space arrow between the E and x.

The white-and-orange wordmark shown here needs a dark background. Keep service, campaign and interface graphics separate from the main identity.

FedEx colors

  • Website violet

    Digital accent

    HEX
    RGB

  • Logo orange

    Orange lettering in the wordmark shown

    HEX
    RGB

  • White

    Inverse wordmark and light backgrounds

    HEX
    RGB

  • Dark gray

    Website text

    HEX
    RGB

FedEx fonts

  • FedEx Sans

    Headings · 300, Body · 300

Font names only. The Brand Skill download doesn’t include font files.

FedEx’s voice

Write with clarity, confidence, and practical warmth. Put the customer’s need first, make the next step easy to understand, and pair confident promises with accurate scope and useful detail. Favor short headlines and plain-language explanations over jargon; use a lively turn of phrase when it helps a message feel memorable.

  • “Our world evolves around you”
  • “Connecting the world responsibly & resourcefully”
  • “The new power move: getting your package to its destination on time”
  • “Your shipping needs are unique, which is why we offer personalized pricing based on how often, much or far you ship”

Dos and don’ts

Do

  • Use the FedEx wordmark or standalone mark as the brand signature; keep identity artwork intact.
  • Use signature colors as accents and keep digital layouts legible against light backgrounds.
  • Lead with a clear benefit, then explain the useful next step in direct, customer-centered language.
  • Make claims precise and include relevant limits or conditions when they affect the customer.
  • Keep the tone reassuring, capable, and focused on helping customers stay informed and in control.

Don’t

  • Don’t distort, redraw, or replace the brand’s own marks with unrelated icons.
  • Don’t make a service sound universally available when its coverage, eligibility, or terms are conditional.
  • Don’t bury the practical answer under corporate jargon or inflated claims.

FedEx imagery

41 images from fedex.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Editorial and content imagery

18 images

Use FedEx editorial imagery to support the story or resource it accompanies. The examples include a history resource, a corporate responsibility report, a digital-solutions blog, and shipping guidance. Keep report covers, article thumbnails, and content graphics in their original editorial roles.

  • A minimalist purple line icon of an open book viewed from a slight isometric angle.
  • A collage of shipping and logistics imagery is anchored by a large FedEx cargo plane flying above clouds and a purple-to-orange gradient triangle on the left…
  • A woman with shoulder-length dark hair leans confidently on a large cardboard FedEx box inside a boutique apothecary or specialty store.
  • Two young women, dressed in warm winter coats and hats, smile while looking at a smartphone together at an outdoor evening holiday market.
  • A FedEx worker with short, dark hair and a navy uniform pushes a blue hand truck stacked with cardboard boxes through a pharmacy.
  • A close-up lifestyle photo features a FedEx envelope in the foreground labeled "Recycle me" next to an open laptop.
  • A close-up photograph of a laptop displaying a complex code editor with lines of multicolored syntax, set against a blurred high-tech server room or office.
  • A high-angle photo shows a worker in a blue uniform sorting a chaotic pile of cardboard boxes on a conveyor belt, including visible branding for FedEx and Dell.
  • A digital graphic overlay of cyan geometric circles and technical icons surrounds a FedEx worker and a driver reviewing paperwork outdoors.
  • A close-up photograph features the tail section of a FedEx cargo plane parked on a wet, reflective airport tarmac at night.
  • Two professional women, one with curly hair and one with straight dark hair, sit on a vibrant blue modular sofa in a bright, modern office lobby.
  • A woman with wavy blonde hair and a purple shirt smiles while looking down at her smartphone, with a graphical overlay appearing to the right.
  • A white FedEx delivery van with glowing headlights drives down a snow-covered suburban street at dusk, framed by a large, intricate golden digital hologram…
  • A high-angle, wide shot looks down on a large, circular wooden amphitheater-style seating structure in a bright, modern office.
  • In a bright, modern office with industrial concrete pillars and hardwood floors, an older man in a charcoal suit leads a presentation for a diverse team…
  • A vibrant purple 2026 FedEx report titled "The Future of Logistics Intelligence" is presented in a flat-lay lifestyle shot with its pages fanned open.
  • A desktop monitor displays a website mockup split into a purple panel and a city street photograph.
  • A top-down lifestyle photo captures a woman with a brown bun working on a laptop with a glowing white screen while sitting on a patterned sofa.

Graphics and icons

8 images

Use FedEx graphics and icons to clarify shipping, tracking, analytics, and delivery topics. Keep them subordinate to the message and consistent with the surrounding layout. The website also uses a repeating image asset in service and resource sections; retain it as a visual reference when matching those layouts.

  • A close-up photograph features a person with long blonde hair wearing a lilac knit sweater, holding a white FedEx shipping envelope against their chest.
  • A minimalist line-art icon of a magnifying glass featuring a vertical bar chart inside its circular lens.
  • A minimalist purple line art icon of a cargo ship moving through wavy water.
  • A deep purple information icon centered within a double-ringed circular border.
  • A purple line-art icon of an open cardboard box, shown from an isometric, top-down perspective.
  • This minimalist purple line art graphic features a sealed delivery box hovering centrally between two open, cupped hands.
  • A purple line-art icon of a FedEx delivery truck shown in profile, facing right.
  • A minimalist, dark purple line icon of a magnifying glass oriented diagonally.

Identity and campaign imagery

6 images

Use FedEx’s branded backdrops and identity assets where a strong brand signature is appropriate. Campaign images can provide visual references for FedEx-owned promotions; keep their seasonal or promotional context rather than treating them as evergreen product imagery.

  • A white FedEx delivery truck with purple and orange branding drives along a road behind a vast, blooming field of purple lavender and yellow wildflowers.
  • A celebratory wide banner features a laughing Black man in a white Tennessee Titans jersey and a joyful Black woman in a navy Chicago Bears jersey holding a…
  • A close-up shot of an official Wilson Super Bowl football resting on vibrant green grass in the foreground of a dimly lit football stadium.
  • A close-up portrait of a smiling delivery driver with short, spiked hair looking off-camera.
  • A low-angle, wide-angle photograph captures a FedEx cargo jet soaring directly overhead against a clear, pale blue sky.
  • A wide, panoramic mural illustrates a FedEx courier in a dark uniform holding two brown cardboard packages.

Photography

9 images

FedEx photography shows the people, facilities, aircraft, and package journeys behind the delivery network. Use candid, human-centered scenes for people and community stories; use operational settings and aircraft to communicate scale, movement, and logistics. Preserve the context of each scene rather than presenting a specific story as a universal brand rule.

  • Five smiling business professionals, including a pilot in a uniform with four gold stripes, stand inside the cavernous cargo hold of a FedEx plane.
  • A close-up photograph features a smiling Black man with a goatee, positioned on the right and looking directly at the camera.
  • A man in a dark suit stands at a grey podium under a white tent, facing a large LED screen displaying a vintage photo of a pilot posing beside a 'FEDERAL…
  • A woman with a warm, dimpled smile looks directly at the camera while kneeling in an outdoor grassy field.
  • A high-angle aerial photograph captures a white FedEx cargo plane banking gracefully over a coastline at dusk.
  • A worker in a blue hard hat and purple button-down shirt operates a yellow control pendant to guide a suspended pallet of FedEx boxes.
  • A close-up lifestyle photograph features a hand holding a white smartphone displaying the FedEx mobile app's purple dashboard with circular icons for…
  • A man in a light blue polo shirt scans a cardboard package with a handheld mobile device at a checkout counter for a smiling woman in a coral blouse.
  • A medium shot of a Black man with a faint smile, wearing a light purple button-down shirt and a black messenger bag strap, looking down at a smartphone in…

More from the Brand Skill

Digital interface

FedEx’s website uses a light visual mode with clear spacing, simple rectangular controls, and restrained decoration. Primary buttons are dark with light text; secondary buttons are outlined. Links are underlined. Cards use a subtle border and rounded corners, without a shadow. Keep interface typography in FedEx Sans and make actions easy to scan.

Download FedEx’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow FedEx’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 41 images and the logos. The font files belong to Federal Express Corporation, so they’re left out.

Download the Brand SkillZIP, 1.9 MB

fedex-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-editorial-and-content.md

│ ├ imagery-graphics-and-icons.md

│ ├ imagery-identity-and-campaigns.md

│ ├ imagery-photography.md

│ └ digital-interface.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from fedex.com on 3 Nov 2026. It isn’t FedEx’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

FedEx and its logos are trademarks of Federal Express Corporation. Rainbrand isn’t affiliated with or endorsed by Federal Express Corporation.

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