FedEx logo interpretation

 What does the arrow tell us about the company?

The arrow indicates a sense of constantly moving forward therefore their packaging and delivery company can ensure fast delivery to you, as a customer. It is also very subtle.

What do the colours tell us?

The different colours used for "Fed" and "Ex" indicate two different words even though they are right next to each other because it is an acronym to the original name "Federal Express".

How many are there?

There are two different colours. A dark purple for the "Fed" and "Express" and a bright orange for the "Ex".

What else do you notice?

- The fact that the word "Express" is aligned on the right side of the logo and the arrow is pointing right compliments each other.

- The large lettering of the "FedEx" indicates hierarchy and therefore shows the customer what is considered the name of the company rather than "FedEx Express".

-The same colour used for the "Fed" and "Express" indicates a link between the two words. The "Express" under it is a reference to the original name and for customers to take away that their company is very efficient from just looking at the logo.

DESIGN week 1

Kia ora and welcome to the start of my progress for my level 3 design art portfolio. On the first day of art we had a brainstorm of what we care and about and to pick our theme for the year. I have chosen Spiritual / cultural development because I care deeply about my identity and my culture. Using these as a starting point I came to the conclusion that I should do my art board based around rongoa (Maori medicinal medicine). I have a lot of resources inside and outside of kura and therefore I will have sufficient knowledge of the topic. Below is a planning page and the start of my rongoa research page. I also picked 2 artist models that would compliment my board and idea. Then below them is my mood board of different artist in my chosen theme. This helps me pick which artists influence would look beneficial on my board. Using this portfolio I could use this as a starting point for a potential business with Maori medicinal medicine. The style of composition and use of contrast is beautiful and would fit well with the earthy elements my board will hold. Because rongoa is mostly pant based the style of art that William Morris uses with repetitive leaves and etc would be aesthetic and relates to the topic directly.