The FedEx logo is known throughout the world. Rolling Stone Magazine ranked it among the eight best logos of the past thirty-five years; it was in the company of Apple, Coca-Cola, Nike, IBM, Starbucks, McDonald's, and Playboy (a logo with which I've had some experience).

It's a simple logo with clean, bold lines. It can be recognized on the side of a truck from sixty stories up—even when the constituent letters are unreadable. There is even, inside the FedEx logo, a subliminal and simple message of motion, going forward, getting from point A to point B.

How does one create a logo as strong and ubiquitous as FedEx's? What is the design process that leads to the creation of one fo the best logos of the past thirty-five years?

In a November 2004 interview with The Sneeze Lindon Leader speaks out on how he came to design the world's most reliable logo.