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LIST OF FEDEX SLOGANS
- When it absolutely, positively has to be there overnight (1978-1983)
- It’s more than just a package—it’s your business (1987-early 1990s)
- Our most important package is yours (1991-1994)
- The World On Time (Mid-1990s-early 2000s)
- Relax, it’s FedEx (Early 2000s)
- We Understand (Mid-2000s)
- Don’t worry, there’s a FedEx for that (Late 2000s-early 2010s)
- We put safety above all (Current)
WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
1978-1983
This iconic first major slogan emerged during FedEx’s formative years, five years after the company’s founding in 1973.
It was created by the advertising agency Ally & Gargano.
The slogan aimed to guarantee overnight delivery reliability that FedEx competitors didn’t have.
This campaign featured the memorable “Fast Talking Man” commercials with John Moschitta in 1981, emphasizing speed and urgency through rapid-fire delivery.
In these early years, FedEx experienced rapid growth, with package deliveries increasing from 11,000 to 22,000 between 1975 and 1977.
By 1983, FedEx had achieved $1 billion in revenue—remarkable for a company less than a decade old and without mergers or acquisitions.
OUR MOST IMPORTANT PACKAGE IS YOURS
1991-1994
As FedEx entered the 1990s, its marketing shifted from emphasizing speed to highlighting customer importance.
This slogan positioned the customer’s shipment as the central focus of FedEx.
It reinforced a message of individualized care during a period of significant expansion.
The early 90s saw FedEx grow internationally and evolve its service offerings beyond overnight delivery.
IT’S MORE THAN JUST A PACKAGE—IT’S YOUR BUSINESS
1987-early 1990s
Introduced when FedEx moved its account to Fallon McElligott in 1987, this slogan represented a strategic shift that emphasized the business impact of shipping.
The campaign featured diverse work environments and stressed the seriousness with which FedEx handled customers’ parcels.
The slogan was used for a time when FedEx was shifting its focus to business-to-business shipping.
THE WORLD ON TIME
Mid-1990s-early 2000s
This slogan emerged as FedEx expanded globally.
It captured the company’s commitment to punctuality and showcased FedEx’s growth beyond American borders.
By 1994, the company officially shortened its name from “Federal Express” to “FedEx,” embracing a nickname that had been used informally for years.
RELAX, IT’S FEDEX
Early 2000s
This simple yet reassuring slogan appeared as e-commerce began reshaping shipping demands.
It suggested reliability and peace of mind—customers could trust FedEx to handle shipping concerns while they focused on other matters.
It was launched during FedEx’s corporate restructuring in 2000, when FDX Corporation changed its name to FedEx Corporation and rebranded all subsidiaries.
WE UNDERSTAND
Mid-2000s
Emphasizing empathy and customer-centricity, this brief slogan positioned FedEx as a company that comprehended the challenges businesses face.
Reinforcing FedEx as a solutions provider rather than merely a shipping service during a time of increasing shipping complexity.
DON’T WORRY, THERE’S A FEDEX FOR THAT
Late 2000s-early 2010s
This slogan highlighted FedEx’s diverse service offerings by echoing the popular phrase format of the smartphone era (“there’s an app for that”).
It positioned the company as having specialized solutions for any shipping need.
WE PUT SAFETY ABOVE ALL
Current
FedEx’s current slogan emphasizes its commitment to safety throughout its operations, reflecting contemporary priorities in transportation and logistics.
This focus on safety has become increasingly important in recent years, particularly due to global health concerns and increased attention to workplace safety standards.
