Brand Integration Guidelines - brand.fedex.com

FedEx BrandIntegrationGuidelinesA guide for using the FedEx brand in customer, third-party and other non-FedEx materials.

December 2020

[email protected] | brand.fedex.com

Table of contentsOverview 1

Request & approval process 2Step-by-step instructions for working through the review process, from requesting FedEx assets to uploading your finished materials

Representing FedEx in your materials 3All the fundamentals of using FedEx assets

Logo useImage useWriting about FedEx

Quick-reference guides 9Guiding principles and other details specific to each request type

Logo or imagePublicationsVideoTV or filmLogo use on customer packaging

mailto:fedexidentity%40gbmadvisor.com?subject=

http://brand.fedex.com


Overview

FedEx is a trusted resource for people around the globe. And when customers or other third parties need to use FedEx-branded assets, the FedEx Brand Integration team is here to help.

Beyond evaluating every opportunity to ensure that your project lines up with our reputation and values, the FedEx Brand Integration team will help you determine the right assets for the job and will serve as your primary contact during the review process.

With a library of professional-quality FedEx-branded assets at our disposal, the team can provide the logo, imagery or B-roll footage that best suits your project.

Thank you for your interest in using the FedEx brand in your materials.

FedEx-branded assets

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The FedEx Brand Integration request and review process is handled through our site, brand.fedex.com.

Request & approval process

Register on the site1. Go to brand.fedex.com2. Click the Register now link3. Indicate if you have credentials for logging in

to fedex.com (where you can create shipping labels and manage your FedEx account)

4. Complete the remaining fields and click Submit

5. Await registration approval

Within 24 hours, you’ll receive an email communicating your registration status. Once your registration is approved, you can log in and submit a request for FedEx-branded assets such as logos, images and B-roll footage; a brand integration opportunity; or materials for approval.

The FedEx Brand Integration team will respond promptly. We’ll send you emails about the status of your request, or if we need to collect additional information. You can always check the status of your request by logging in to brand.fedex.com, selecting Manage Requests and opening the request record. To contact us, select the Messages tab and post a message.

Timing varies based on the complexity of your request, so these estimated time frames will help you plan ahead. While many requests are handled in just few days, we ask that you plan for a lead time of at least five days.• Setting up your account at brand.fedex.com: 24 hours• Submission, revisions and approval of print, digital or packaging projects: 5–15 business days• Submission and approval of publications or film projects: 1–6 weeks

Estimated time frames

You’ll begin the process by registering on the site and then submitting a request. Your project will be given a request number, and it will have an associated message board where you’ll correspond with the team. For every request, we’ll ask for some basic details. Required information for each request type is included in the quick-reference section in this guide.

Submit a request1. Log in at brand.fedex.com2. Open the Submit a Request menu at the top

of the page3. Select your request type

If you are a FedEx customer or sponsorship/grant recipient and need a FedEx logo or other asset for your materials, select Request Brand Assets.If you would like to share a brand integration opportunity for our consideration, select Submit an Opportunity.If you are ready to submit materials using a FedEx logo, image or other asset for approval, select Submit Materials for Review.

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http://fedex.com





Representing FedEx in your materialsFedEx is honored that you want to include the FedEx brand in your materials. Before you begin integrating our brand assets into your communications, please review our overall approach.

Your brand must take center stage. The FedEx Brand Integration team will work with you to help your brand stay in the spotlight, with FedEx playing a supporting role.

Your audience should be able to easily recognize that the materials are authored by you, rather than FedEx. Authorship can be reflected in many ways — the way something is written, the logo size and placement, the use of color and more. While we do ask that you follow our guiding principles when you use our assets, the overall design style, tone, typefaces and colors featured in your materials should reflect your brand identity.

Requests for FedEx to endorse the work or products produced by our suppliers will be denied. Third parties should not use the FedEx logo, or the work they produce for FedEx, in communications that promote their relationship with FedEx. Examples include, but are not limited to, agency case studies and references to FedEx as a “customer.”

quality pet supplies for 118 dog years

FedEx service marks used by permission.

*Free shipping courtesy of Pet Supplies.

GoPetSupplies.com

PET SUPPLIES PET SUPPLIES

GOOD DOGpet supplies


DOG DAYS OF SUMMER SALE

To redeem, enter code SUMMERSALE.

The FedEx logo is shown at roughly half the size of the Pet Supplies logo.

The legal permission line appears in the footer.

FedEx imagery is used in a subordinate way, and with meaning — its purpose is to communicate the service FedEx provides for Pet Supplies.

Color scheme and tone align with the Pet Supplies brand.

The footnote clarifies that free shipping is offered by Pet Supplies, not FedEx Ground.

Example customer communication

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Logo useFedEx has many logos for different uses. Whether you’re communicating your use of FedEx® shipping services or acknowledging FedEx sponsorship of an event or initiative, the FedEx Brand Integration team will provide the best logo for your project. Please use only the logos the FedEx Brand Integration team provides and review this section before you begin your design.

For use when FedExis one of several shipping sources

Other frequently used logos

For use when FedEx is the exclusive shipping source

For use when representing FedEx sponsorships

Representing FedEx in your materials

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SizingThe FedEx logo must always be used in conjunction with your company logo, never alone. The logo should be about half the size of your logo, placed in a subordinate position.

Clear spaceEnsure that the clear space around the FedEx logo measures at least the size of the “x” in the logo.


PET SUPPLIES PET SUPPLIES




Color PANTONE®

(for print)CMYK

(for print) HEX

(for digital)

FedEx Purple PMS 2685 90 100 0 0 #4D148C

FedEx Orange PMS 021 0 65 100 0 #FF6200

Color values

PNGLower resolution for digital use

EPS Higher resolution for print use (Design software is required to open EPS files.)

Using logo files Two types of logo files are available. Please use the chart if color conversion is required.


Logo use continued

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PANTONE® is the property of Pantone, Inc.

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MisusesUse the FedEx logo as provided. Avoid these misuses.

Logo use continued

Don’t add a drop shadow to the logo.

x Don’t try to re-create the logo using type.

x Don’t size or place the ®incorrectly.

x

Don’t distort the logo.x Don’t create a new FedEx logo or a lockup using the FedEx logo.

xDon’t rotate the logo diagonally.

x

Don’t place a box or other container around the logo.

x Don’t alter the logo in any way.

x Don’t fill in the shape of the arrow. The arrow is always the same color as the background.

x

Don’t use a FedEx logo as part of a sentence.

x

BackgroundTo maximize legibility, display the FedEx logo on a simple background, and maintain enough contrast between the FedEx logo and the background color. When you request logo files from the FedEx Brand Integration team, be sure to mention the background color you intend to use.


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Image use

Keep these principles in mind when using FedEx imagery:

• Use only the images we provide; do not take photos of FedEx assets. • Use images in a subordinate way so that it’s evident that the material is authored

by you, not FedEx. • Don’t alter FedEx photography. Do not add effects such as photo layering, image

filters or distortions. • Illustrations of FedEx assets are not allowed.

If a visual is required, the FedEx Brand Integration team will work with you to find the right one for your project. We have an extensive library of professional photography to suit various purposes. The team will listen to your needs and provide a contact sheet of photos tailored to your project. Keep in mind that we allow the use of FedEx-branded images only when they’re relevant to the message and your relationship to FedEx.

FedEx-produced professional photography


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Writing about FedEx

FedEx 2Day®

FedEx Express Saver®

FedEx Express®

FedEx First Overnight®

FedEx Freight®

FedEx Freight® EconomyFedEx Freight® Priority

FedEx Ground®

FedEx International Economy®

FedEx International Priority®

FedEx Office®

FedEx One Rate®

FedEx Priority Overnight®

FedEx Standard Overnight®

FedEx registered service namesWhen you refer to FedEx services, use the correct name; apply the registered trademark or service mark symbol if one applies. Use the full service name each time it appears within the body copy.

Preferred order of servicesServices should be listed in order from fastest to slowest, unless there is a compelling reason not to.

Commonly used registered names

Establish authorshipFollow these simple rules to ensure that your authorship is evident, and your relationship with FedEx is accurately represented.

• Describe your arrangement with FedEx as a collaboration or relationship. Avoid the words “partner,” “partnership,” “ally” or “alliance,” as those terms have specific legal implications. You can refer to FedEx as your trusted service provider.

• Don’t say “FedExes,” “FedEx it,” “FedExing,” “FedEx’s” or “ship FedEx.” Acceptable alternatives include “ship via FedEx” and “ship with FedEx.”

• If you are promoting free or discounted shipping, make it clear that your company (rather than FedEx) is providing this service to customers. You’re taking on the shipping expense and should get credit!

• Don’t use FedEx brand colors (FedEx Purple or FedEx Orange) or typography to amplify your message.

• Use our legal permission line. All approved print and digital pieces using the FedEx identity should include the sentence: “FedEx service marks used by permission.”

As with the visual elements of your materials, your writing should demonstrate that this is a communication written by you, for your customers.

Say Don’t say

FedExCollaboration or relationshipShip via (or with) FedEx

Federal ExpressPartnership or allianceFedExes, FedEx it or FedExing


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Quick-reference guidesThe quick-reference guides in this section include guiding principles for each type of request:

• Logo or image• Publications• Video• TV or film• Logo use on customer packaging

Each guide also provides a handy list of information we’ll need when you submit your request.

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Logo or image

Guiding principlesLogo use

• Use only the logos the FedEx Brand Integration team provides.

• Always use the logo in conjunction with your company logo, at about half the size of your logo.

• Maintain clear space around the logo that measures at least the width of the “x” in the FedEx logo.

• Don’t rotate, re-create, stretch, re-color or distort the logo in any way.

• Refrain from using the logo in a sentence or combining it with another logo.

• Don’t use more than one FedEx logo on a page.

Image use

• Use only the images we provide; do not take photos of FedEx assets.

• Images should be realistic. Don’t alter images or add effects that detract from our signature look.

• Use images in a subordinate way so that it’s evident that the material is authored by you, not FedEx.

• Avoid using FedEx images in collage displays.

Approval considerations & legal requirements• You must have legal permission to use FedEx

trademarks. The FedEx Brand Integration team will facilitate the legal review process on your behalf. Materials should not be published or distributed until you have received written approval from FedEx.

The submission and review process usually takes 5–15 business days.

Estimated time frame

Info we’ll need: Customer requests¨ Logo or image types needed

¨ FedEx services you use

¨ Shipping providers (other than FedEx)

¨ Your FedEx representative

¨ Project timeline and distribution details

¨ Audience description and size

¨ Layouts that will feature a FedEx asset

¨ Other supporting documentation

Sponsorship or grant requests¨ Logo or image types needed


¨ Sponsorship agreement or other documentation about the sponsorship or grant

¨ Project timeline and distribution details

¨ Audience description and size

¨ Layouts that will feature a FedEx asset

The FedEx Brand Integration team has access to a library of approved images and logos for use by customers promoting the FedEx services they offer; sponsorship or grant recipients recognizing a contribution from FedEx; or other third parties who would like to use a FedEx logo or image in their materials.

Quick-reference guides

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PublicationsFedEx frequently works with people or organizations who use messaging associated with our brand. These include publishers, authors, magazines or blogs that want to feature FedEx assets, philosophies or actions.

Guiding principles• Use only the images, logos and other assets that

we’ve provided or approved.• Authorship of communication should be clear in

copy and imagery positioning. • Facts and figures specific to FedEx are updated

regularly. The FedEx Brand Integration team can provide the most current information. All references to FedEx must be reviewed and approved.

• The FedEx brand should not be positioned as endorsing third-party individuals, concepts or organizations without approval.

Approval considerations & legal requirements• You must have legal permission to use FedEx

trademarks. The FedEx Brand Integration team will facilitate the legal review process on your behalf. If you don’t already have a legal agreement, FedEx can provide one.

• After production, send two samples to:Global Brand Management3640 Hacks Cross RoadBuilding D, 2nd FloorMemphis, TN 38125


The submission and review process usually takes 1–6 weeks.


Info we’ll need: ¨ Name of book, author

and publisher

¨ Synopsis and audience of book

¨ Distribution information

¨ Timeline for approval and press

¨ Spreads or excerpts of materials that use a FedEx asset or discuss FedEx, and any sources

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VideoThe FedEx Brand Integration team assists with video projects for customers and other outside parties that want to either use FedEx-produced assets or film FedEx assets for a video.


Guiding principles• FedEx has an extensive B-roll library available

upon request. We prefer that you use FedEx-owned and -approved video clips, but we can help arrange for a shoot in special circumstances.

• We will provide access to FedEx assets to ensure that all representations are current and appropriately branded to best fit your filming needs.

• When a FedEx team member is portrayed in a video, he or she must be wearing a complete, up-to-date uniform and should appear neat and professional, as outlined in the FedEx team member appearance standards that we will provide.

• Authorship of the video should be clear. See the “Publications” section.

• FedEx should not be positioned as endorsing a particular company. FedEx footage should be used only to share actual FedEx involvement in a company story.

• Avoid unscripted shots or additions without approval.

Approval considerations & legal requirements• Full or partial script review may be required prior to approval. If you require a non-disclosure

agreement before releasing your script, contact us.• The filming of FedEx assets must be vetted and approved by FedEx before it takes place.• You must have legal permission to use FedEx trademarks. The FedEx Brand Integration

team will facilitate the legal review process on your behalf. If you don’t already have a legal agreement, FedEx can provide one.

• FedEx requires the right to view rough-cut footage before granting final approval.



Info we’ll need: ¨ Synopsis and audience

of video

¨ Shoot location and timeline, if applicable

¨ Relationship to FedEx and services used, if applicable



¨ Script and other supporting documentation

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TV or filmThe FedEx Brand Integration team fields requests from producers who want to use FedEx branding in a TV show or film.

Guiding principles• The FedEx brand should be included as a natural

element in the script. FedEx assets should be featured authentically.

• We will provide access to FedEx assets to ensure that all representations are current and appropriately branded to best fit your filming needs.

• FedEx assets should not be manipulated in an inauthentic or inappropriate manner to support the script.

• The FedEx brand should not be placed in a position of endorsing you or any outside party without approval.

• When a FedEx team member is featured, a FedEx representative may be required to be on set during filming.

• When a FedEx team member is portrayed, he or she must be wearing a complete, up-to-date uniform and should appear neat and professional, as outlined in the FedEx team member appearance standards that we will provide.

• FedEx assets should not be destroyed as part of the script.

• FedEx does not typically pay for placement, but we are open to learning more about these opportunities.

Approval considerations & legal requirements• The filming of FedEx assets must be vetted and approved by FedEx before it takes place.• Full or partial script review will be required prior to approval. If you require a non-disclosure

agreement before releasing your script, contact us.• You must have legal permission to use FedEx trademarks. The FedEx Brand Integration

team will facilitate the legal review process on your behalf. If you don’t already have a legal agreement, FedEx can provide one.

• FedEx requires the right to view rough-cut footage before granting final approval.




Info we’ll need: ¨ Name, synopsis and expected

rating of project

¨Names of actors, producers and directors


¨ Assets requested

¨ Shoot date, location and timeline

¨ Script and other supporting documentation

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TV or film continued

How do we decide what fits with FedEx? FedEx evaluates each potential project based on how it aligns with our brand and with practical considerations in mind. While not an exhaustive list, here are a few general considerations that guide our decision-making process.

• FedEx prefers film and TV projects that feature reputable participants, have broad appeal and project an overall positive message. It’s also essential that FedEx is featured in a favorable light and as a natural element in the script.

• FedEx avoids projects that depict the brand in an unrealistic or defamatory way, and those that feature the destruction or manipulation of our assets.

• Because projects must align with our brand reputation and values, those that glorify illegal, immoral, discriminatory or excessively violent behavior; feature gratuitous sexuality, or politically charged or socially controversial content; or condone the exploitation or abuse of animals or humans will not be approved.

• Practical considerations that influence approval decisions include access to the script and rough-cut footage, availability to accommodate the schedule and the amount of resources required to complete the project.


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Logo use on customer packagingFedEx has a solution for customers who ship with FedEx Express or FedEx Ground and want to include FedEx branding on their packaging.

Guiding principles• FedEx has a special logo for use on customer packaging.

Use only this logo on your packaging project.• Customer logos cannot be added to FedEx packaging.

FedEx packaging should not be modified in any way.• Avoid designs that mimic the look of FedEx packaging.

Applying to use the logoCustomers who want to use the FedEx logo for packaging must submit an application. Because it is a legal contract, the application must be submitted by a customer representative (not a third party, such as a design agency or printer). The FedEx Brand Integration team will facilitate the legal review process on your behalf.To submit an application:

1. Log in at brand.fedex.com2. In the Submit a Request dropdown menu, select

Request Brand Assets3. Complete the form and submit

If your request is approved, you’ll receive the appropriate logo file(s) along with guidelines for use. When your package design is ready, log in at brand.fedex.com and select Submit Materials for Review from the Submit a Request dropdown menu. Upload the artwork when prompted.

Customers are solely responsible for all packaging design and production costs.

After production, send two samples to:Global Brand Management3640 Hacks Cross RoadBuilding D, 2nd FloorMemphis, TN 38125


The submission and review process usually takes 5–15 business days.


Info we’ll need: ¨ FedEx account number


¨ FedEx services you use

¨ Your package types and what they will contain

¨ Package quantity, color and printing timeline

¨ Images of your packaging and other supporting documentation

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Documents

Brand Integration Guidelines - brand.fedex.com