Third-Party Debranding

& Rebranding Standards

This document outlines the process for removing
the FedEx brand from applications and assets
when a third-party relationship ends. It also covers
instructions and considerations for applying the brand
when third-party service providers are contracted.

December 31, 2015

Introduction
FedEx is one of the strongest and most recognized brands in the world. And one of the primary
ways we protect our brand strength is by carefully managing all brand impressions, including
those delivered by third-party service providers such as Global Service Participants (GSPs) and
Local Network Providers (LNPs).

Exclusive and non-exclusive third-party relationships are an important aspect of our growth,
giving more and more people access to the global marketplace. As we integrate or remove
FedEx branding at the outset or end of third-party relationships, it is important that we follow
our established standards and processes to ensure the accurate representation of the FedEx
identity and to protect it from unauthorized use.

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Overview
The proper and timely removal or integration of branding is a vital part of protecting our
brand. This guide covers two scenarios:

Debranding Rebranding

The removal of FedEx branding from existing applications
and assets when a third-party relationship ends.
• Ensures adherence to contractual obligations.
• Protects the brand from unauthorized use.
• Prevents inconsistent brand impressions.
The integration of the FedEx brand into a new third-party
service provider relationship by applying the brand to approved
applications and assets.
• Maximizes the power and strength of the brand as we
expand and grow.
• Creates a strong first impression as business evolves globally.
• Communicates where new service providers or acquisitions
fit within the FedEx enterprise.
• Helps us create a consistent and seamless customer
experience across all touch points.

As non-exclusive relationships grow, the FedEx logo might sometimes be displayed together with a third-party logo. These instances of
co-branding are appropriate only for certain assets and will be considered on a case-by-case basis. Please contact your FedEx Regional
Marketing representative for more information.

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Planning
Creating a Debranding Plan
Once the decision to end a third-party relationship is finalized, it’s essential to create and communicate a detailed plan to ensure that all stakeholders
understand each step of the debranding process.
Debranding Plan Elements
Background/overview
Prioritized list of
applications and assets
Major milestones by phase
Create a table that includes tasks, responsible teams/team members, and time frames. If you have questions about any of the following
steps, please contact your FedEx Regional Marketing representative or GSP coordinator.
Planning phase
Execution phase
Audit phase
Contacts
•B
 rief history with rationale for debranding initiative along with high-level objectives and overall timeline.
Include overview of impacts, including branded applications/asset types involved.
•P
 rioritization based on level of visibility and brand exposure.
•1  st priority: uniforms and ID badges; facility, fleet, and digital branding; customer service and
advertising placements; imagery; email signatures.
•2  nd priority: sales and marketing tools, promotional items.
•3  rd priority: stationery, packaging, revenue documents.
F
 or more information, download the Third-Party Debranding and Rebranding Asset Plan Template from
brand.fedex.com (Asset ID 941701). Complete either the FedEx Express or FedEx Trade Networks
version as applicable to your initiative.
•D  etermine roles/responsibilities.
•D  efine budget/who will pay for debranding (regional consideration).
•D  ocument and assess inventory.
•P  rioritize asset debranding.
•A  gree on timeline.
•D  etermine debranding plan for each asset in inventory.
• Identify accredited vendor (if necessary) to manage debranding execution.
•S  hare audit report content, including minimum reporting requirements.
•D  evelop internal and external customer communication plans.
•S hare debranding plan and schedule with key stakeholders.
•C omplete debranding of applications/assets.
•C onduct initial site audit to assess debranding progress.
• Recycle (paper, uniform pants) or destroy retired inventory/assets as outlined in plan.
•R eceive returned FedEx branded items/assets as outlined in plan.
•R eport progress as outlined in plan.
•S
 ubmit documentation (completed by FedEx or accredited vendor) of completed debranding for all
applications/assets. Photos with time stamp are required.
•C
 onduct audit (and final site visit if applicable) to confirm debranding completion outlined in checklist.
•C
 omplete final reporting as outlined in plan.
• Include key contact(s) for questions, progress reporting, and information on additional branded
applications/assets. 4
Planning continued
Creating a Rebranding Plan
Once the third-party provider contract is complete, it’s essential to create and communicate a detailed plan to ensure that all stakeholders
understand each step of the rebranding process.

Rebranding Plan Elements

Background/overview •B
 rief history with rationale and value proposition for FedEx and our customers, along with high-level
objectives and overall timeline. Include enterprise alignment and an overview of impacts, including the
branded applications/asset types involved.

Key activities tracking •D

 efinition and tracking of key activities associated with third-party contract, marketing, branded assets,
and human resources.
F
 or more information, download the Third-Party Debranding and Rebranding Asset Plan Template from
brand.fedex.com (Asset ID 941701). Complete either the FedEx Express or FedEx Trade Networks
version as applicable to your initiative.

Major milestones by phase

Create a table that includes tasks, responsible teams/team members, and time frames.

Planning phase •D  etermine roles/responsibilities.

•D  efine budget/who will pay for rebranding.
•D  ocument and assess inventory.
•P  rioritize asset rebranding (by city, station, asset type, etc.).
•A  gree on timeline.
•D  etermine rebranding plan for each asset in inventory.
• Identify accredited vendor (if necessary) to manage rebranding execution. Includes visual inspections,
asset rebranding/production, and installation.
•D  evelop audit report content, including minimum reporting requirements.
•D  evelop internal and external customer communication plans.

Execution phase •S
 hare rebranding plan and schedule with key stakeholders.
•C
 omplete rebranding of applications/assets.
•C
 onduct initial site audit to assess rebranding progress.
•R
 eport progress as outlined in plan.

Audit phase •S
 ubmit documentation (prepared by FedEx or an accredited vendor) of completed rebranding for all
applications/assets. Photos with time stamps are required.
•C
 onduct audit (and final site visit if applicable) to confirm rebranding completion.
•C
 omplete final reporting as outlined in plan.

Contacts • Include key contact(s) for questions, progress reporting, and information on additional branded
applications/assets.

For information on the integration and rebranding of a new FedEx acquisition, please contact Kevin Reasons at kbreasons@fedex.com or 1.901.434.5211.
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Third-Party Debranding Checklist & Certification
Use this checklist to help manage your progress on the debranding steps outlined in this guide.
Upon completion, email the form to your local GSP representative or FedEx Regional Marketing
representative to verify that you have completed the process and are ready for the final audit
and reporting. Include any additional documentation of the debranded areas and assets. Photos
are required.

Contractor name*

Third-party contact name*

Region* Phone* Email* Date*

mm/dd/yyyy

Task Completion Date Notes

Created debranding plan

mm/dd/yyyy

Shared plan with all stakeholders

and obtained buy-in
mm/dd/yyyy

Prioritized applications/assets
according to FedEx Branded
Application and Asset Worksheet mm/dd/yyyy

Completed all steps in planning phase

mm/dd/yyyy

Completed all steps in execution phase

mm/dd/yyyy

Completed all steps in preparation for

audit phase, including photos and
final reporting mm/dd/yyyy

Required fields marked by asterisk*

Email form
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