Interview with Lindon Leader (the guy behind the FedEx logo)
Thanks again to Eric for pointing another one out to me: The Sneeze interviews Lindon Leader, the designer who architected FedEx's revolutionary identity scheme in the early 1990s. Eric primarily pointed this one to me for the font geekery within (which is tasty, true), but I really found the rest of the backstory of how FedEx CEO Fred Smith gave the designers a simple vision -- "If I’m standing on a street corner, I need to see a FedEx truck from five blocks away" -- compelling. If you think about it, the 5 blocks rule is still working for FedEx trucks today -- and they didn't have to paint their fleet DOT yellow in order to be noticed.
As for the FeedBurner logo? Well, I, uh, see "evolutionary possibilities" there. Ahem.