Lindon Leader

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Lindon Leader

The Greatest Graphic Designers of All Time – #7

The world-famous FedEx logo.

When one thinks of the FedEx company, the first thing that comes into mind is the incredible logo printed onto each of their vans. The iconic purple and orange logo is a masterclass of design in its own right. Even a memorable logo such as this has its own history.

Designed by Lindon Leader in 1994, the FedEx logo was commissioned by CEO Fred Smith. Leader, and two or three design teams, developed over 200 concepts for the logo, trying everything “from evolutionary to revolutionary”. They made vital decisions on what to keep and what to throw away. Orange and purple were eye-catching colors, so they were kept.

The two fonts used for the final design were Univers 67 and Futura Bold. Every combination of lettering was utilized, such as extremely wide to locked together. During this process, Lindon noticed how the uppercase E and lower x appeared to form a white arrow. He tweaked it further and the rest was history. The logo would go on to win over 40 design awards.

Leader at the Disruptive Innovation Awards, 2014 Tribeca Film Festival


Much of Leader’s early designs were influenced by seeing the original Smith & Hawken catalogs in the 1980s. His education took place at Stanford University and the Art Center College of Design, graduating in 1977 with a BFA in Advertising. His very first design job was with Saul Bass in 1978.

Leader worked at some of the most prestigious design firms in the world: Bass/Yager & Associates, Addison, and Landor Associates among others. In 1983, Leader served as design director for the Los Angeles Olympic Organizing Committee.

From 2001, Lindon has built a renowned strategic design consultancy, Leader Creative, in Park City, Utah. Leader Creative serves numerous clients from around the world. Leader’s design sense is summarized in two words: simplicity and clarity.



Hawaiian Airlines logo.

Novariant logo.


Alsco logo.

Fashion Park logo. – local printing company is looking for graphic designers to collaborate or do business with.


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