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Introduction Brand Presence FedEx-Branded Applications Appendix

Third-Party Representative
Brand Guide
This document is a supplement to the FedEx
Brand Style Guide. It describes how the
FedEx brand is positioned within a third party.
Download the FedEx Brand Style Guide at
brand.fedex.com for a comprehensive
look at the FedEx brand system.

May 23, 2014

Content Map
Introduction Brand Presence FedEx-Branded Applications Appendix

Introduction
Expanding Global Access This guide outlines a range of branding
approaches designed to accommodate
Getting Started
a wide variety of third-party relationships.
It includes considerations to help you
determine the branding approach that
complies with the contract under
which the third party performs service
for FedEx, as well as instructions that
simplify the branding process and
ensure consistency.
Introduction Brand Presence FedEx-Branded Applications Appendix

Expanding Global
Access
Getting Started

Expanding Global Access


Since its launch in 1973, FedEx has As we foster these relationships,
been changing the world’s ideas about it’s vital that we protect the integrity
efficiency and reliability. Today, FedEx of the FedEx brand in the process.
moves global commerce, connecting
millions of people and possibilities With our branding
around the globe every day. approach, there are many
ways to appropriately,
Founder and CEO Fred Smith once said, sensitively, and strategically
In a truly global promote the FedEx brand
through the various
economy, prosperity third-party relationships.
depends on global
connections.
And so we continue to expand into
new territories and regions through
third-party relationships, to give
more and more people access to
the global marketplace.

< 3 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Expanding Global
Access
Getting Started

Getting Started
continue
Keep in mind, this document Resources
is a supplement to the FedEx Global Brand Management (GBM)
Brand Style Guide. Here you sets global standards for FedEx and
will learn how to position the provides overall direction for the brand.

FedEx brand within third-party Local and regional marketing and/or


relationships. brand teams offer consultation and
guidance for operations in their regions,
which may include multiple countries.
For all the brand system The team responsible for implementing
specifics — including the brand guidelines may vary. It might be
FedEx voice, logo guidelines, a local or regional brand or marketing
team, depending on your location.
inflection point samples, and
shared-branding principles — FedEx GSP Coordinators provide
assistance to Global Service
download the FedEx Brand Style Participants, offering front-line
Guide at brand.fedex.com. support on a wide range of concerns
and issues.

The FedEx Ground Contractor


Relations team provides support
for FedEx Ground contractors.

Approval parties
Since branding has global
implications, the approval of
branding plans should be a joint
discussion between GBM and
the local or regional brand team.

< 4 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Expanding Global
Access
Getting Started

Getting Started continued

U.S. contacts Contacts outside Operating company-


the U.S. specific contacts

Manager, Power Retail Environments, Signage APAC FedEx Custom Critical


Application Branding Catherine Frisch Alicia Goh Ryan Henary
Laura Fortenberry catherine.frisch@fedex.com hgoh1@fedex.com ryan.henary@fedex.com
llfortenberry@fedex.com
Revenue Documents, Brazil FedEx Ground
Primary Contact for Forms, Labels Denise Thomazotti Sheri Hill
Third-Party Branding Liz Johnson denise.thomazotti@fedex.com sheri.hill@fedex.com
Phil Trommel elizabeth.johnson@fedex.com
pstrommel@fedex.com Canada FedEx Trade Networks
General Acquisition/ Susan Hayes Trisha Beeman
Vehicles, Uniforms, Expansion Branding susan.hayes@fedex.com trisha.beeman@fedex.com
ID Badges Kevin Reasons
Erika Raeth kbreasons@fedex.com Europe
eraeth@fedex.com Kaat Vanderheyde
kvanderheyde@fedex.com
Packaging
Rebecca Janes India
rebecca.janes@fedex.com Nivedita Garg
ngarg@fedex.com
Stationery
Phil Trommel LAC (Outside of
pstrommel@fedex.com Brazil & Mexico)
Alicia Ares
aliciaares@fedex.com

Mexico
OTHER QUESTIONS Javier Orci
GBM team javier.orci@fedex.com
gbmteam@gbmadvisor.com
Middle East & Africa
Mahmoud Fahmy
mahmoud.fahmy@fedex.com

< 5 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Brand Presence
How Strongly Is FedEx Learn why global consistency of
Represented? the FedEx brand is important even
in third-party relationships. Find out
Levels of Brand Presence
how to determine the amount of
Determining Levels FedEx branding a third party may
and should present, and what that
Branded Applications
branding should look like when done.
Application Checklists
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists
How Strongly Is FedEx Represented?
Why is this important?

FedEx is one of the most Understanding brand The goal is to choose the correct,
most appropriate way to present the
recognized and respected presence: FedEx brand within the third party.
brands in the world. Think. How much FedEx branding The contractual terms will help
should be incorporated? determine which brand is more
One of the primary ways we protect
visible and prominent to customers.
this valuable status is by having clearly FedEx brand presence is measured
defined ways to represent our brand by how visible the FedEx identity is Brand presence is scalable.
to ensure global consistency. Through within third-party applications. Be sure to accommodate
consistency, the FedEx name remains contractual stipulations
It’s not just about the QUALITY
strong and respected, for our benefit while accurately representing
of the brand presence. The FedEx
and for the benefit of identifying our FedEx in each market.
brand should always be high in
services to customers worldwide.
quality — whenever, wherever.
This guide outlines the ways our
It’s about the QUANTITY or how
brand can be incorporated into
pervasively the FedEx brand may
third-party applications while
be expressed throughout the third-
maintaining the integrity of the
party relationship according to the
FedEx brand.
contract with the third party.
BRAND PRESENCE:
The measure of FedEx
branding used by a third party.

A few key questions to address


when representing FedEx within
a third-party relationship:
What do uniforms look like?
What kind of packaging is used?
What does the fleet look like?
Does the third party work with
competitors or have existing
co-branded items?
< 7 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists
Levels of Brand Presence
Here‘s how we measure it.
While each third-party relationship has unique circumstances and contractual
stipulations, this chart offers general guidance to help direct your branding
efforts. All third-party branding must reflect the legal requirements and language
specified in the branding section of their contract with FedEx and as may be
approved by the applicable business and legal teams.

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6


RELATIONSHIP Non-exclusive Non-exclusive Non-exclusive Hybrid Exclusive Exclusive

DESCRIPTION • Mixture of shipments. • Authorized ship center • Mixture of shipments • Company is not exclusive •  perates as
O •  perates as
O
• Pickup and delivery, or postal alliance. •  edEx pickup and delivery
F • FedEx-branded assets are FedEx Trade FedEx Express,
for both FedEx and • AcceptsFedEx are exclusive for a limited used exclusively for FedEx Networks. FedEx Ground,
other couriers or entities, packages. period of time each day, (dedicated trucks and drivers). or FedEx
throughout the day. with the rest of the day Custom Critical.
dedicated to non-FedEx
business.

BRANDING* •  o FedEx logo, text only.


N •  edEx logo is
F •  edEx logo is subordinate
F • Sole custom FedEx logo for •  ole custom
S •  ole custom
S
• Licensee language only. subordinate to the to the third-party logo. uniform and vehicles used FedEx logo. FedEx logo.
third-party logo. • Must be removable. for FedEx service. •  o additional
N •  o additional
N
• FedEx logo is subordinate third-party logo. third-party logo.
to the third-party logo in
retail environments.

See the Appendix for a list of


existing categories (e.g., GSP,
LNP) by level, along with a
comprehensive list of essential
and potential branded
applications for each level. *See FedEx-Branded Applications for examples.

< 8 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists
Determining the Level of Brand Presence
Answer these questions to determine
the third party‘s level of brand presence.

?
Does the third NO LEVEL 1
FedEx Trade Networks party operate
exclusively
with FedEx?
YES LEVEL 5
?
The third party ?
NO LEVEL 2
operates Does the third
primarily with: NO
party offer pickup
and/or delivery?
YES LEVEL 1
?
• FedEx Express Does the third ?
NO LEVEL 3
• FedEx Ground party operate Partially Do operations Operations are
• FedEx Custom Critical exclusively exclusive/ include dedicated dedicated to FedEx
with FedEx? undetermined FedEx vehicles and for a continuous portion
of time within the day.
exclusive FedEx
drivers for the full
work day? YES LEVEL 4

YES LEVEL 6

< 9 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists
Applying the Brand
APPLICATION DESCRIPTION TIMELINE*

Once a third party is ready to deliver Once FedEx legal and security teams determine an ID badge is needed, the GBM
ID Badges 2–6 months
a customer experience that fulfills team will select or design the appropriate identification badge.

the FedEx Purple Promise and its FedEx logos are the visual articulation of the brand identity. Every logo is custom 30 days
Logo Suite artwork, and for every new FedEx identity, a suite of logos is created for print and
contractual obligation — to make online applications.

every experience outstanding — Merchandise


The FedEx brand is applied to approved merchandise of all types, including apparel,
NA
customer giveaways, and vehicle and aircraft models.
it‘s time to consider:
FedEx packaging upholds and strengthens the brand by maintaining construction
What should be branded first? Packaging integrity and clean, simple aesthetics. FedEx packaging includes a variety of branded
envelopes, paks, and boxes proven effective in the FedEx shipping environment.
4–6 months

Branding is an ongoing process, not a one-time


Imagery FedEx-branded imagery is available on brand.fedex.com. NA
event. The cost to brand various applications can
vary greatly, as can production times. You must
PowerPoint® PowerPoint is a staple of all business communications, and the presentation
also consider the required operational or contractual Templates templates help ensure visual consistency.
NA
items that are necessary for day-to-day business.

Use this chart and consult with the GBM team to Revenue Revenue documents are legally compliant shipping documents and contracts.
min. 6 months
Documents There are more than 80 multipart labels used around the world.
help launch and manage the third-party relationship.
Once it‘s determined what is feasible based on Sales &
Branded communications, whether printed or digital, promote business
Marketing Varies
the budget and time frame, the GBM team will Tools
and generate sales.
will help prioritize the branded applications.
From exterior building signs and directional signs to window and door decals, signage is 30–60 days
Signage key to consistently identifying the FedEx brand and directing customers at our locations. for design/production
1 2
Impact & visibility Maintenance From business cards and letterhead to envelopes, the stationery system plays an
Stationery important role in brand consistency.
4 weeks
What will best deliver the If the third party already
brand? Where will customers has branded assets in
FedEx manages a modern global uniform and work apparel program of branded attire
interact with the brand? the market, be sure Uniforms 6 months
for customer-facing team members and contractors.
Face-to-face with couriers? to assess quality and
Vehicles on the street? determine necessary
Vehicle schematics, graphics, and decals are available for vehicles that provide daily
At a dropoff location? repairs or updates. Vehicles delivery of shipments or products.
30–60 days
Doing everything at once
would have the greatest Branded decorative compositions of approved imagery that reinforce the identity are 4 weeks
impact, but a gradual roll- Wall Graphics available for FedEx corporate and retail locations. based on image availability
out may build your brand
over time in a more cost- Websites Websites drive business and direct customers to both FedEx and third-party offerings. NA
effective way. Consider
what’s required and most *This chart provides the estimated completion time for key applications. For specific cost estimates, contact
advantageous now. your local or regional brand representative.
< 10 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
Application Checklists
+ Level 1
+ Level 2
This section provides checklists PRIMARY
+ Level 3
of branded applications to give These applications are typically
+ Level 4 used to visually represent the
+ Level 5
you a snapshot of what’s required third-party relationship. Materials
must reflect the FedEx branding
+ Level 6 for each level. approach prescribed by the level.

As shown in the level 6 example on this page,


each checklist includes the primary applications
that are available, as well
as potential applications that could
enhance the visibility of the relationship.
LEVEL 6: Application Checklist
•  perates exclusively with FedEx Express, FedEx Ground,
O
GBM will provide
and FedEx Custom Critical
Below each application icon, you’ll find • The sole custom FedEx logo is used.
a custom logo that
incorporates the third-
a link to the branded application sections where • In addition to following the instructions outlined in this
party name and licensee
verbiage. This example
you can find more detail. guide, all brand applications and touch points must align
with the FedEx brand style.
Alpha Beta
Alpha Beta Courier
Courier
Licensee of Federal Express Corporation
is specific to FedEx
Express third parties.

PRIMARY FedEx-branded touch points typical for this level.

Revenue
Vehicles Uniforms Signage ID Badges Packaging
Documents

3rd party letterhead layout - maximum 3rd party provider name


POTENTIAL FedEx-branded touch points that would enhance this level. Some elements may be standard in various scenarios.

POTENTIAL John A. Sample


Title First Line
Division Name
1234 Street Name
Second Address
1234 Street Name
Mobile 123.456.7890
Telephone 123.456.7890

These applications
Title Second Line Suite 123 Suite 123 Fax 123.456.7890
Building Number 123 Building Number 123 john.sample@fedex.com
City Name, ST/PR 12345-6789 City Name, ST/PR 12345-6789 additional contact information

Stationery PowerPoint Templates Sales & Marketing Tools Wall Graphics Websites
aren‘t required but ExtraLong Provider Name on this line
Licensee of Federal Express Corporation

are encouraged,
Month Day, Year

Addressee’s Name
Business Name

when appropriate,
Street Address
City, State ZIP Code

Dear Addressee,

to elevate the This letter is an example of a typical format for a letterhead. The clean and organized
appearance of the flush left format presents a highly professional letter in the world of
business communications.

The letter should be typed single-spaced in 11-point Univers 45 or 12-point Univers 47

third-party relationship.
Condensed. If Univers is not available, you may use 11-point Arial.

Align the date 0.6877" below the wordmark (2.4" from the top of the paper) and 1.1941" from
the left edge of the paper. The left edge of the body of the letter should align with an
imaginary line drawn along the left edge of the capital “E” in “FedEx.” Skip two lines before
typing the addressee’s name and address flush left with the date line. Skip two lines
between the last address line and the salutation. Thereafter, skip one line between the last
line of a paragraph and the first line of the next.

Do not indent the beginning of any paragraph. Skip two lines between the last line of the last
paragraph and the closing. Skip four lines between the closing and the sender’s typed name,
which should allow enough space for the sender’s signature, title, telephone number, email
and internet address. Allow enough space for the sender’s name only if the stationery is
personalized.

Sincerely,

Sender’s Name
Sender’s Title
Sender’s Telephone
Sender’s Email
Sender’s Internet

Enclosure

cc: Other Addressee

Additional required content line

< 11 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 1: Application Checklist
+ Level 1 • Non-exclusive relationship.
+ Level 2 • 
Handles a mixture of shipments, as well as pickup
+ Level 3 and delivery, for both FedEx and other couriers or
+ Level 4 entities, throughout the day.
+ Level 5 • Primarily adheres to third-party brand standards.
+ Level 6 • FedEx represented in name only
(Licensee of Federal Express Corporation).
• No FedEx logo permitted.

PRIMARY FedEx-branded touch points typical for this level.

None are typical.

POTENTIAL FedEx-branded touch points that would enhance this level.


Some elements may be standard in various scenarios.

Vehicles Sales & Marketing Tools Packaging

Websites Revenue Documents

< 12 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 2: Application Checklist
+ Level 1 • Non-exclusive relationship.
+ Level 2 • Includes authorized retail centers
+ Level 3 and postal alliances.
+ Level 4 • Accepts FedEx packages.
+ Level 5 • FedEx brand allowed in very specific
+ Level 6 spaces, to be integrated with the third
party brand as approved by FedEx
Brand and Legal.

PRIMARY FedEx-branded touch points typical for this level.

Signage Websites

POTENTIAL FedEx-branded touch points that would enhance this level.


Some elements may be standard in various scenarios.

Promotional In-Store Items Packaging Revenue Documents

< 13 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 3: Application Checklist
+ Level 1 • Non-exclusive relationship.
+ Level 2 • Mixture of shipments.
+ Level 3 • FedEx pickup and delivery are exclusive
+ Level 4 for a limited period of time each day; the
+ Level 5 remainder of the day is dedicated to
non-FedEx business.
+ Level 6
• FedEx logo is subordinate to the third-party
logo and must be removable.

PRIMARY FedEx-branded touch points typical for this level.


•  ach individual third-party
E
relationship has a uniquely
defined branding approach.
Branding on both
•  randed applications, touch
B
vehicles and uniforms
points, and logo usage will
is removable.
vary based on the specifics
Vehicles Uniforms of the contractual relationship
and the market climate.

POTENTIAL FedEx-branded touch points that would enhance this level.

No additional touch points


are typical at this level.

< 14 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 4: Application Checklist
+ Level 1 •  ybrid relationship: Non-exclusive company performs its
H GBM will provide a custom logo
+ Level 2 own pickup and delivery as well as separate FedEx pickup and that incorporates the third-party
+ Level 3 delivery, performed with dedicated FedEx trucks and drivers. name and licensee verbiage. In
+ Level 4 • Adheres to the FedEx brand system including logo standards, some level 4 logo treatments, the
color use, typography, and imagery, with special considerations name and licensee language, such
+ Level 5
to include third-party branding. Alpha Beta
Alpha Beta Courier
Courier as “Independent subcontractor of
+ Level 6 Custom Licensee Language Line Here FedEx,” may be separated from
•  ole custom FedEx logo is used for uniform and vehicles; FedEx
S
the logo as approved.
logo is subordinate to the third-party logo in retail environments.

PRIMARY FedEx-branded touch points typical for this level.

Only dedicated
vehicles and driver
uniforms are branded.

Vehicles Uniforms ID Badges

POTENTIAL FedEx-branded touch points that would enhance this level.


Some elements may be standard in various scenarios.

Signage Packaging Websites

< 15 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 5: Application Checklist
+ Level 1 •  xclusive relationship operating as
E
GBM will provide a custom
+ Level 2 FedEx Trade Networks.
logo that incorporates the
+ Level 3 •  he sole custom FedEx Trade Networks
T third-party name and licensee
+ Level 4 logo is used. verbiage. Licensee language
+ Level 5 • In addition to following the instructions may vary from the verbiage
outlined in this guide, all brand applications provided in this example.
+ Level 6
and touch points must align with the
FedEx brand style.

PRIMARY FedEx-branded touch points typical for this level.

Stationery PowerPoint Templates Sales & Marketing Tools

POTENTIAL FedEx-branded touch points that would enhance this level.


Some elements may be standard in various scenarios.

Vehicles Uniforms Signage Merchandise

Websites Wall Graphics

< 16 <
Introduction Brand Presence FedEx-Branded Applications Appendix

How Strongly Is
FedEx Represented?
Levels of Brand
Presence
Determining Levels
Branded Applications
Application Checklists:
LEVEL 6: Application Checklist
+ Level 1 •  perates exclusively with FedEx Express,
O
For third-party representatives
+ Level 2 FedEx Ground, or FedEx Custom Critical.
that operate with FedEx Express,
+ Level 3 • The sole custom FedEx logo is used. GBM will provide a custom logo
+ Level 4 • In addition to following the instructions that incorporates the third-party
+ Level 5 outlined in this guide, all brand applications name and licensee verbiage.
and touch points must align with the Alpha Beta
Alpha Beta Courier
Courier This example is specific to FedEx
+ Level 6 Licensee of Federal Express Corporation
FedEx brand style. Express third parties.

PRIMARY FedEx-branded touch points typical for this level.

Revenue
Vehicles Uniforms Signage ID Badges Packaging Documents

POTENTIAL FedEx-branded touch points that would enhance this level. Some elements may be standard in various scenarios.

Stationery PowerPoint Templates Sales & Marketing Tools Wall Graphics Websites

< 17 <
Introduction Brand Presence FedEx-Branded Applications Appendix

FedEx-Branded Applications
Vehicles Once you‘ve determined the branded
applications for your level, use this
Uniforms
section to learn the specifics about
Signage how branding is applied.
ID Badges

Stationery

PowerPoint

Sales & Marketing Tools

Banner Ads

Websites

Emails

Social Media

Packaging

Revenue Documents

Interior Design

Wall Graphics
Introduction Brand Presence FedEx-Branded Applications Appendix

Vehicles
FedEx branding can be incorporated into the following third-party
vehicle designs to create a strong brand impression.

LEVEL 1 VISUAL GUIDELINES


Vehicle schematics
! The FedEx name may be added • The FedEx name, in text, may be
in text to an existing third-party accompanied by licensee language. Contact local brand or marketing
Level 2 may not representatives, who will work with
have FedEx vehicle. • The FedEx logo is not included.
A FedEx Express Company
GBM to create vehicle branding
branding on A FedEx Express Company

vehicles. • The FedEx name must always be schematics for each make and model.
smaller than the third-party logo.
Decal printing,
application, & removal
LEVEL 3 The application will be based on
the schematics and should follow
Because level 5 The FedEx logo is subordinate to the • Branding must be removable, such as a
the guidelines as determined by
third parties deal third-party logo. Operations are slide-on, clip-on, or magnetic decal. GBM
FedEx and 3M. Your local brand
exclusively with dedicated to FedEx for only part of will provide design recommendations based Alpha Beta Courier
rep will provide information about
Licensee of Federal Express Corporation
FedEx Trade the day; therefore, the FedEx logo on the vehicle specifications.
Networks, there
AlphaBeta
Alpha Beta Courier
Courier
the approved vendor for your
must be removable.
Licensee of Federal Express Corporation

are typically no • The FedEx Express logo is accompanied location and situation.
vehicles involved. by licensee language.
? Contact your local or regional
brand representative for
LEVELS 4 & 6 additional assistance.

Although level 4 third parties aren‘t • Other than the third-party licensee language,
exclusive, they have dedicated vehicles level 4 and 6 vehicles are identical to standard Alpha Beta Courier
with the sole custom FedEx logo. FedEx vehicles — complete with the iconic Licensee of Federal Express Corporation
Level 6 vehicles — which may be FedEx clean, white exterior and a large FedEx logo.
AlphaBeta
Alpha Beta Courier
Courier
Express, FedEx Custom Critical, or FedEx Licensee of Federal Express Corporation

Ground — adhere to the FedEx Brand • The appearance of the third-party licensee
Style Guide. language varies based on opco.

Note: The vehicle diagrams are not true to scale and are for illustration purposes only.

Review the level checklists: < 19 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Uniforms
FedEx uniforms, as shown below, help provide a professional
look and a consistent experience for customers.

LEVEL 3 UNIFORM COMPONENTS & STANDARDS ORDERING INFORMATION


FedEx manages a modern global
! Level 3 third-party couriers wear • The FedEx vest is worn over • VF Imagewear is the only
uniform and work apparel program
removable branded vests only during the third-party uniform or approved uniform manufacturer
Because level 1 of branded attire for customer-facing
hours dedicated to FedEx. other clothing. for FedEx. Uniforms may not
and 2 third parties employees. The Employee Appearance
may not operate be locally sourced.
and Uniform Guide is available at
exclusively with • Because uniforms can be brand.fedex.com.
FedEx, they may
ordered from VF Imageware
not wear FedEx-
branded uniforms. through various methods, GBM ? Contact your local or regional
will determine the best ordering brand representative for
Level 5 third vest only process for the third party. additional assistance.
parties usually
do not represent
FedEx in apparel LEVELS 4 & 6
or uniforms.
Third parties in levels 4 and 6 • Drivers and couriers should • VF Imagewear is the only
adhere to all FedEx brand style wear the full uniform. approved uniform manufacturer
guidelines with regard to uniforms. for FedEx. Uniforms may not
• Uniform components: shirt be locally sourced.
and pants.
• Because uniforms can be
• Additional components are ordered from VF Imageware
used in some regions. through various methods, GBM
will determine the best ordering
• FedEx-branded uniforms must process for the third party.
be properly cleaned and
maintained to ensure a neat and
tidy appearance at all times.

Review the level checklists: < 20 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Signage
From exterior building signs and directional signs to window Location Modifie
and door decals, signage is key to consistently identifying
FedEx locations. See below for more details.

LEVEL 2 VISUAL GUIDELINES BRANDING


Location Modifiers RATIO Location modifiers are
carefully crafted to wo
? Contact your local or regional
! FedEx Express signage is integral • A retail sign is placed in the Location modifiers are additional typography elements that are
carefully crafted to work within the sign program. brand representative for
to promoting the service(s) store front window to identify Location Modifiers

Level 1 and 3 third the location as a place to transact


Location modifiers are additional typography elements that are
additional assistance.
provided by FedEx. FedEx signage
carefully crafted to work within the sign program.

parties typically with FedEx.


should be subordinate to the third
Ship Center is the modifier applied to
retail locations.

don‘t represent Ship Center is the modifier applied to

party‘s brand and follow FedEx


Alpha Beta Courier The participant endorsement is used with
Licensee language here retailers outside the US that have a specific

retail locations.
agreement with FedEx.

FedEx in signage. • Depending on the relationship,


Signage Guidelines.
The FASC modifier is used to identify third

Contact your local


party retailers that represent FedEx

the sign may or may not have


or regional brand
Contents | Location Modifiers FedEx Sign Standards May 2014 8

the participant licensee language. Alpha Beta Courier


representative for
The participant endorsement is used with
Licensee language here retailers outside the US that have a specific
agreement with FedEx.

more information.

LEVEL 4 The FASC modifier is used to identify third


party retailers that represent FedEx

FedEx Express signage is integral • Because level 4 signage options


to promoting the service(s) vary, contact GBM for direction. Contents | Location Modifiers FedEx Sign Standards May 2014 8

provided by FedEx. FedEx signage


should be subordinate to the third Ship C
party‘s brand and follow FedEx retail lo
Signage Guidelines.

LEVELS 5 & 6
Location Modifiers
Level 5 third parties (operating with • The long-range sign on the building Location Modifiers

FedEx Trade Networks) and level 6 has the FedEx brand without the Location modifiers are additional typography elements that are
Location modifiers are additional typography elements that are
carefully crafted to work within the sign program.
carefully crafted to work within the sign program.
third parties (operating with FedEx participant licensee language. Ship Center is the modifier applied to
retail locations.

Express, FedEx Ground, or FedEx


• In most arrangements, the short-
Custom Critical) may feature exterior
The participant endorsement is used with
retailers outside the US that have a specific
agreement with FedEx.

range sign near the entrance Ship Center is the modifier applied to

signage. For additional guidelines,


retail locations.

includes the FedEx brand with the The FASC modifier is used to identify third
party retailers that represent FedEx

please refer to the FedEx Signage participant licensee language.


Guidelines at brand.fedex.com.
Contents | Location Modifiers FedEx Sign Standards May 2014 8

The pa
The participant endorsement is used with
retailers outside the US that have a specific
agreement with FedEx.
retailer
agreem
GSP sign schematic
The FASC modifier is used to identify third
party retailers that represent FedEx Find additional examples in the FedEx Sign
Program Guide at brand.fedex.com.
Contents | Location Modifiers

< 21
FedEx Sign Standards May 2014 8

Review the level checklists:


<
Introduction Brand Presence FedEx-Branded Applications Appendix

ID Badges
Once FedEx Legal and/or Security decide an ID badge is needed, the GBM team will
select or design the appropriate identification badge. See below for more details.

FedEx-branded ID badges
GSP
are essential for level 4, 5,

MEM

123456789
and 6 third parties as they FIRSTNAME
represent FedEx. XTRALONGLASTNAME
EXP XX/XXXX

US
INNOTECH LABORATORIES
ID badges must be worn

1234567
visibly on the chest or on
a lanyard that is preferably
a solid color or some
combination of FedEx logo
LFP
colors. FedEx-branded lanyards LFP COMPANY
are allowed, but no other NAME
Sous-traitant indépendant
branding should be present de FedEx
on the lanyard. EXP XX / XXXX

FR
FIRSTNAME
Levels 1, 2, and 3 don‘t
123456789 1234567

XTRALONGLASTNAME
require FedEx badges.

LNP
LNP COMPANY

MAD
NAME
Subcontratista independiente
de FedEx
EXP XX / XXXX

ES
? For additional information, FIRSTNAME 123456789 1234567

contact your local or regional XTRALONGLASTNAME


brand representative.

Example ID badges
ID badges may feature different
abbreviations to represent other
third-party relationships.

Review the level checklists: < 22 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Stationery
From business cards to letterhead and envelopes, the FedEx stationery system
plays an important role in brand consistency. See below for more details.

For level 5, stationery is an


John A. Sample

essential element that must


Division Name Second Address Mobile +12 3456 7890
Title First Line 1234 Street Name 1234 Street Name Telephone +12 3456 7890
Title Second Line Suite 123 Suite 123 Fax +12 3456 7890
Building Number 123 Building Number 123 john.sample@fedex.com

be included — particularly the


City Name, ST/PR 12345-6789 City Name, ST/PR 12345-6789 additional contact information

business card.

For level 6, stationery may


Provider Name on this line
Licensee of Federal Express Corporation

be required depending on Month Day, Year

the location. Addressee’s Name


Business Name
Street Address
City Name, ST/PR 12345-6789
In both cases, because third
Dear Addressee,
parties at levels 5 and 6 operate This letter is an example of a typical format for a letterhead. The clean and organized Division Name

exclusively with FedEx, stationery


Department Name
appearance of the flush left format presents a highly professional letter in the world of 1234 Street Name
business communications. Suite 123
City Name, ST/PR 12345-6789

must be brand-approved and may The letter should be typed single-spaced in 11-point Univers 45 or 12-point Univers 47
Condensed. If Univers is not available, you may use 11-point Arial.
Provider Name on this line
Licensee of Federal Express Corporation
Country

feature a custom FedEx logo. Align the date 17.5 mm below the wordmark (61 mm from the top of the paper) and 30.3
mm from the left edge of the paper. The left edge of the body of the letter should align with
an imaginary line drawn along the left edge of the capital “E" in “FedEx." Skip two lines
before typing the addressee’s name and address flush left with the date line. Skip two lines
ADDRESSEE NAME
Levels 1, 2, 3, and 4 may not between the last address line and the salutation. Thereafter, skip one line between the last
line of a paragraph and the first line of the next.
BUSINESS NAME
STREET ADDRESS
use FedEx-branded stationery. Do not indent the beginning of any paragraph. Skip two lines between the last line of the last
CITY STATE/PR POSTAL CODE
paragraph and the closing. Skip four lines between the closing and the sender’s typed name,
which should allow enough space for the sender’s signature, title, telephone number, email
and internet address. Allow enough space for the sender’s name only if the stationery is
Access the business cards, personalized.

letterhead, and envelope Sincerely,

templates (mechanicals) on
Firstname Middle XtraLongLastname
Title First Line
xtralonglastname@fedex.com

Licensee of Federal Express Corporation


brand.fedex.com or by
Telephone +12 3456 7890
Additional Contact Info

Provider Name on this line


Sender’s Name
Sender’s Title
contacting your local or
Division Name
Sender’s Telephone Department Name
Sender’s Email Address First Line

regional brand representative, Sender’s Internet Address Second Line


City, State Postal Code
Country
Enclosure
who can also recommend a
Telephone +12 3456 7890
Fax +12 3456 7890
cc: Other Addressee

printing vendor in your area.


Additional required content line

Third-party business card designs include a


standard blank-back option and a translated-back
option for bilingual use.

Review the level checklists: < 23 <


Introduction Brand Presence FedEx-Branded Applications Appendix

PowerPoint Templates ®

PowerPoint is a staple of all business communications, and the presentation


templates help ensure visual consistency. See below for more details on how
FedEx is incorporated into third-party PowerPoint presentations.

Level 5 third parties that operate


exclusively with FedEx Trade
Networks must use approved third-
party PowerPoint templates.

When contracts allow the use


of PowerPoint materials to
promote FedEx, level 6 third
parties must use approved Placeholder Presentation
third-party PowerPoint templates.
Lengthy Title
Levels 1 through 4 may not Placeholder subtitle of the presentation
use FedEx branded PowerPoint John Doe
June 1, 2014
templates.

For approved PowerPoint templates, ABC Courier Company: Licensee of Federal Express Corporation

see brand.fedex.com.

ABC Courier Company: Licensee of Federal Express Corporation

PowerPoint is a registered trademark


of Microsoft Corporation in the United
States and/or other countries.

Review the level checklists: < 24 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Sales & Marketing Tools


Branded communications, whether in print or online, can promote
business and generate sales. See below for more details. continue

Level 1 third-party sales and


marketing materials follow the third
party’s brand style with the FedEx
logo featured in a subordinate position. Alpha Beta Courier

With the exception of the third-party


licensee language added to the
FedEx logo, sales and marketing
materials for levels 5 and 6 reflect Packaged Packaged
FedEx brand standards.
with care with care
Note that some may require special
Ensure that it arrives safely Ensure that it arrives safely
design accommodations due to and on time. Look to us for and on time. Look to us for
the third party‘s logo dimensions. all the materials you need and
professional assistance too.
all the materials you need and
professional assistance too.

Contact your local or regional FedEx. Solutions That Matter.TM FedEx. Solutions That Matter.TM

brand representative for more


information on applying the brand
standards, available in the FedEx
Level 1 Level 5 Level 6
Brand Style Guide.

Levels 2, 3, and 4 typically don‘t


offer FedEx-branded sales and
marketing materials.

All sales and marketing materials


must receive brand approval prior
to distribution.

Review the level checklists: < 25 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Sales & Marketing Tools continued

Imagery Merchandise In-center promotional items


High-quality, four-color imagery supporting The FedEx brand is applied to approved In-center promotional items can
the FedEx brand is available in the Asset merchandise of all types, including be used for some situations.
Library at brand.fedex.com, including apparel, customer giveaways, and vehicle
imagery guidelines to demonstrate how and aircraft models. For examples, Trade show booths
to use the images. While levels 1 through refer to the FedEx Collection online at
Contact your local or regional brand
5 may not feature FedEx-branded imagery, bdasites.com/fedexcollection.
representative for more information
level 6 third parties have the option to
While levels 1 through 4 may not feature on trade show booths.
promote FedEx with custom images because
they operate exclusively with FedEx Express, FedEx-branded merchandise, levels 5
FedEx Ground, or FedEx Custom Critical. and 6 can use it when applicable.

To request a FedEx brand photo shoot, Contact your local or regional brand
contact Amy Feehan at afeehan@fedex.com. representative for more information
on merchandise.

Review the level checklists: < 26 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Banner Ads
Banner ads are used to enhance visibility or promote services
on targeted websites. See below for more details.

While third parties in levels 1


through 4 may not feature FedEx
in their banner ads, levels 5 and 6
sometimes do.
Alpha Beta Courier

Level 5 third parties operating


exclusively with FedEx Trade
Networks have the option to
promote the freight-forwarding
Alpha Beta Courier

services through digital banner


placements.

Level 6 third parties can promote


FedEx Express, FedEx Ground, horizontal format
or FedEx Custom Critical services
with digital banner ads.

Both levels 5 and 6 digital banner


ads feature the custom FedEx
logo and should adhere to the
digital approach outlined in the Alpha Beta Courier
FedEx Brand Style Guide.
Alpha Beta Courier

All banner ads must receive brand


approval prior to publishing.

? C
 ontact the GBM team at vertical format
gbmteam@gbmadvisor.com
for more information. small-block format

Review the level checklists: < 27 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Websites
Websites drive business and direct customers to all that FedEx
and the third-party representative have to offer. See below for
more details on how to feature FedEx in third-party websites.

LEVELS 2 & 4
? Contact the GBM team at
! The FedEx Express logo may be featured on level 2 and gbmteam@gbmadvisor.com
Level 3 third some level 4 third-party websites — depending on the for more information.
parties may not region — to promote the service(s) provided by FedEx.
feature FedEx in The website should reflect the third party‘s brand style,
website content. with the FedEx logo placed in a subordinate position Alpha Beta
Alpha Beta Courier
Courier

with adequate clear space. FedEx cannot be featured


Licensee of Federal Express Corporation

in any way within the domain name.


Alpha Beta
Alpha Beta Courier
Courier
Licensee of Federal Express Corporation

LEVELS 5 & 6
While directing customers to fedex.com is preferred
for levels 5 and 6, those that require a custom website
should reflect the third party‘s brand style with a prominent
FedEx logo. FedEx cannot be featured in any way within
the domain name. Alpha Beta
Alpha Beta Courier
Courier
Licensee of Federal Express Corporation

Some country-specific fedex.com websites are available.


All must receive brand approval prior to being published.

Review the level checklists: < 28 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Emails
Because this everyday communication channel makes a big impression,
following FedEx email standards is an important part of protecting our
brand integrity. See below for more details.

Domain names & email addresses Email signatures


For legal and tax-related reasons, For effective and consistent email
FedEx does not allow third parties correspondence, follow this signature
to use FedEx in domain names or style in all emails:
email addresses. All third-party
domain names should solely reflect a <
 Your Name > John Doe
separate and distinct brand identity. < Your Title > Account Executive
< Third-Party Name, Licensee Language > ABC Courier, Licensee of Federal Express Corporation
Additionally, fedex, fdx, or any other
< 1.xxx.xxxx > TEL 1.901.555.1234 TEL
derivative cannot be included or added
to the domain name or email address. < 1.xxx.xxxx > CEL 1.901.555.5678 CEL
< 1.xxx.xxxx > FAX 1.901.555.5678 FAX
A select few exceptions to this rule are < Third-Party URL > abccourier.com
permitted on a case-by-case basis.
Licensee language must be included. Example of a third-party
email signature.
Include at least one phone number but
no more than three. A URL is optional.

The recommended font is 10-point


Arial regular in black.
®

Do not include images, logos, or


social media icons in your signature.

Arial is a registered trademark


of Monotype Corporation.

Review the level checklists: < 29 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Social Media
FedEx is developing policies to guide the use
of FedEx branding on social media platforms.
At this time, FedEx brand and legal teams must
approve the use of FedEx logos or images on
any social media platform.

Review the level checklists: < 30 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Packaging
Because packaging is not a co-branded application, there are
various ways that FedEx packaging is incorporated into third-party
relationships. See below for more details.

Levels 2, 4, and 6 may maintain


an inventory of standard FedEx
packaging on the retail floor.

The FedEx logo is sometimes


added to level 2 packaging
on a case-by-case basis.

While level 1 third parties may


sometimes use FedEx packaging,
levels 3 and 5 may not.

? Additional FedEx packaging


sizes are available, including
free FedEx white packaging,
and brown for-purchase
packaging. For more
information on ordering,
contact Rebecca Janes at
rebecca.janes@fedex.com.

Review the level checklists: < 31 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Revenue Documents
FedEx revenue documents are legally compliant shipping documents
and contracts. FedEx produces and manages more than 80 multipart
labels used around the world. The most commonly used is the FedEx
®

International Air Waybill. See below for more details.

Third parties at levels 1, 2, and 6 ? Contact your local or regional


may use FedEx air waybills. Some brand representative for
level 2 air waybills may be co-branded. additional assistance.

Levels 3, 4, and 5 typically do not


use FedEx air waybills.

Review the level checklists: < 32 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Interior Design
An interior design program provides a consistent approach to the design
and aesthetic elements of retail and customer-facing environments.
See below for more details on how to incorporate the FedEx brand in
third-party retail environments.

Levels 5 and 6 may include a ? For more information, or


FedEx-branded look and feel in to request a customized
customer-facing environments. recommendation for your
retail center, please contact
your FedEx local or regional
GSP Service Centers brand representative.
The FedEx Express GSP Interior Standards
Program was established to provide a
systematic approach for design criteria and
specific aesthetic elements for use in GSP
retail locations. However, the same criteria
apply for customer-facing areas in city
stations and ramp facilities. FedEx GBM is
in the process of updating these standards
and will share them when completed (FY15).

Note: It‘s the responsibility of the designer


to evaluate and meet all codes and
regulations governing the location of the
facility, and to advise FedEx of any potential
conflicts with the standards and
recommendations that are provided.

Review the level checklists: < 33 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Wall Graphics
Wall graphics in customer reception areas and work offices communicate
our global services, the strength of our corporate image, and our commitment
to customers. See below for more details.

Levels 5 and 6, which work exclusively


with FedEx, have the option to feature
approved branded imagery as wall
graphics in corporate and retail locations.

Levels 1, 2, 3, and 4 typically don‘t


feature FedEx wall graphics.

For FedEx corporate and retail locations,


a comprehensive program is available
for branding key areas with decorative
compositions of approved imagery that
reinforce the FedEx identity.

? For more information about


this program, offered for
virtually any size space,
contact your local or regional
brand representative.

Review the level checklists: < 34 <


Introduction Brand Presence FedEx-Branded Applications Appendix

Appendix
Existing Third-Party Categories This section includes helpful
information regarding existing
Naming Approval Process
third-party categories and the
naming approval process.
Introduction Brand Presence FedEx-Branded Applications Appendix

Existing Categories
Naming Approval
Process

Existing Third-Party Categories


COMMON LICENSEE EXISTING BRAND BRANDED continue
LANGUAGE RELATIONSHIP(S) PRESENCE APPLICATIONS
Variations and exclusions apply.*

logo, vehicles, uniforms, packaging, revenue


RELATIONSHIP GSP Global Service Participants are independent Licensee of Federal Flying Cargo Level 6 documents, signage, wall graphics, website,
WITH FEDEX contractors who perform various services for Express Corporation Rangel Expresso sales and marketing tools, PPT templates,
FedEx through the GSP program. photography, merchandise, stationery, ID
= exclusive badges, labels, and forms

FedEx Ground– FedEx Ground–Independent Contractors and Check with FedEx Ground Legal. Level 6 vehicles, uniforms, ID badges
= may or may not Independent Independent Service Providers are independent
be exclusive
Contractors, businesses contracted to provide package pickup
= not exclusive Independent and delivery services for FedEx Ground, utilizing
Service Providers individuals employed by these independent businesses.

FedEx FedEx Custom Critical Contract Drivers can be: Check with FedEx Level 6 vehicles, uniforms, ID badges
Custom Critical 1) an owner of a vehicle leased to FedEx Custom Custom Critical Legal.
Contract Drivers Critical to provide exclusive-use transportation
services; 2) QOC carriers that provide surface
transport on behalf of FedEx Custom Critical when
needed; 3) TBC, a third-party carrier that provides
services for FedEx Truckload Brokerage, including dry
van, temperature control, flatbed, intermodal, and LTL.

NNP National Network Providers are non-exclusive Check with FedEx Legal. Level 1 or 6 vehicles, retail signage, ID badges,
uniforms (varies by country)
strategic alliances with a leading local brand.
NNPs are contracted agents that deliver and
pick up in outlying areas in FedEx direct-served
countries.

RSP Regional Service Providers are third-party A FedEx Trade Networks • Fritz Companies Israel T. Ltd. Level 1 or 5 logo, vehicles, signage, wall graphics,
sales and marketing tools, PPT
representatives of FedEx that handle freight- Strategic Alliance • Manton Air-Sea Pty. Ltd. templates, merchandise, stationery
forwarding and related services in a country/
A Regional Service Provider
countries where FedEx Trade Networks does
for FedEx Trade Networks
not have an office.

LSP Logistics Service Providers are vendors, A FedEx Trade Networks Portlink Logística Level 1 or 5 logo, sales and marketing tools,
PPT templates, stationery
contractors, or licensees that provide freight Strategic Alliance Multimodal
service to a FedEx Trade Networks office(s),
which may include air and/or ocean handling
providers, trucking, drayage, distributions
services, customers brokerage, and more.

*Consult with the appropriate FedEx Legal Department to assure correct licensee language.

< 36 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Existing Categories
Naming Approval
Process

Existing Third-Party Categories continued

COMMON LICENSEE EXISTING BRAND BRANDED


LANGUAGE RELATIONSHIP(S) PRESENCE APPLICATIONS
Variations and exclusions apply.*

RELATIONSHIP LNP/LFP Local Network Providers and Linehaul French Independent subcontractor Støvring Døgnfragt Level 4 or 6 customized wordmark, vehicles,
uniforms, ID badges
WITH FEDEX Providers are small companies/self-employed of FedEx
entities operating from a FedEx station and *Depending on the location,
= exclusive under the FedEx brand. the verbiage may be translated.

= may or may not NPO National Postal Operators (also known as National International delivery • Qatar Postal Level 2 logo, signage, packaging,
website, order forms
be exclusive Postal Alliances) are government agencies that by FedEx Express Services Company
contract with FedEx to provide transportation/ • Chung Wah Post
= not exclusive delivery, retail networks, and ancillary financial
transactions to support national postal services.

Compatible Compatible Solutions Providers extend access Compatible • Pitney Bowes Level 2 website, software,
trade show booths
Solutions to FedEx transportation services and automation • GoDaddy
Providers features through third-party software and applications.

FASC FedEx Authorized Ship Center locations are retail FedEx Authorized ShipCenter Level 2 signage, promotional materials
®

resellers of FedEx services, often with non-exclusive


agreements with other carriers present in the location.

ODA/OPA Outside of Delivery Area (ODA) and Outside of Varies N/A none at this time
Pickup Area (OPA) carriers provide service in less
business-dense areas or in busy, direct-serve areas
when volumes exceed station/route capacity.

Contractors Small companies/self-employed entities in Use the local translation for Level 4 customized wordmark, vehicles,
uniforms, ID badges
Eastern European countries, such as Poland, Independent subcontractor of FedEx
Czech Republic, and Hungary, that provide pickup
and delivery services in areas where FedEx does
not have couriers.

*Consult with the appropriate FedEx Legal Department to assure correct licensee language.

< 37 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Existing Categories
Naming Approval
Process

Naming Approval Process


New FedEx service names and URLs must go through
the Naming/URL approval process at brand.fedex.com.

< 38 <
Introduction Brand Presence FedEx-Branded Applications Appendix

Content Map
Introduction 2 Emails 29
Expanding Global Access 3 Social Media 30
Getting Started 4 Packaging 31
Revenue Documents 32
Brand Presence 6 Interior Design 33
How Strongly Is FedEx Represented? 7 Wall Graphics 34
Levels of Brand Presence 8
Determining Levels 9 Appendix 35
Branded Applications 10 Existing Categories 36
Application Checklists 11 Naming Approval Process 38
+ Level 1 12
+ Level 2 13
+ Level 3 14
+ Level 4 15
+ Level 5 16
+ Level 6 17

FedEx-Branded Applications 18
Vehicles 19
Uniforms 20
Signage 21
ID Badges 22
Stationery 23
PowerPoint 24
Sales & Marketing Tools 25
Banner Ads 27
Websites 28

< 39