“Its research showed the existing identity had two great strengths: the strong brand equity of Federal Express (and its popular verb form FedEx) both closely identified with speed, reliability, innovation and customer service, and the power of its signature colors purple and orange to communicate urgency and leadership. Research surveys also uncovered problems with the word federal. In 1973, the word had given the company immediate equity, an official alternative to the post office, but today it was more often associated with being bureaucratic and slow. In Latin American countries, it conjured images of the federales, and in some other parts of the world, people had trouble pronouncing Federal Express.”