The Lindon Leader Logo Blog – Part 1

Disruptor Foundation Fellow Lindon Leader has created some of the most iconic and memorable logos in the history of marketing. We are honored to run his “situation-challenge-solution” brief for some of his favorites.




North Hollywood, CA

The Situation: Re-branding a Hollywood icon

Technicolor’s enviable heritage traces back to 1915 when the company pioneered color film processing for the motion picture industry. Over time, however, competitors began offering faster and less expensive production services. As Technicolor expanded into video duplication in the 1980s and distribution in the 1990s, it became apparent that a revitalized brand was required to better communicate the breadth of Technicolor’s diverse, state-of-the-art services.

The Challenge:

Research revealed that while the company’s products and services had little awareness outside the film industry, the Technicolor brand name had continued to carry strong positive associations: Vibrant, high quality color and technical innovation. These qualities were not being communicated through the company’s visual identity, nor were the company’s diverse services.

The Solution:

Emphasizing the significant equities in the Technicolor brand name, the new identity is inspired by the Aurora Borealis, the Northern Lights. The brilliant spectrum of color, suggesting Technicolor’s broad array of offerings, is rendered in the shape of a marquee, reinforcing the company’s motion picture heritage. The shape also suggests a film strip or videotape.




Federal Express

Memphis, TN

The Situation: Re-asserting industry leadership

Federal Express Corporation invented the overnight shipping business in 1973. At the time, the market was one-dimensional: One country (USA), one package type (letter), one delivery time (10:30 am). By 1992, Federal Express had added new services and was shipping packages and freight to 186 countries. Further, a proliferation of competitors offering similar services created the perception of a parity industry driven by price. The most expensive, Federal Express was losing market share.

The Challenge:

A global research study revealed that customers were unaware of Federal Express’ global scope and full-service capabilities, believing that the company shipped only overnight and only within the United States. Federal Express was advised to better communicate the breadth of its services and to leverage one of its most valuable assets—the FedEx brand.

The Solution:

The bold FedEx identity conveys the dynamic attributes that maintain FedEx leadership. The system allows for better consistency and greater impact in an array of applications ranging from packages and drop boxes to vehicles, aircraft, customer service centers and uniforms.



Hawaiian Airlines

Honolulu, HI

The Situation: Honor the past while looking forward

85 year-old Hawaiian Airlines operates within the State of Hawai‘i and to the Western United States. In 2000, an important part of an image revitalization was the replacement of the airline’s aging inter-island fleet of DC-9s with the new Boeing–717. The 30-year-old livery was deemed no longer contemporary and would not adequately reflect the company’s spirit of renewal and commitment to superior performance.

The Challenge:

Develop a new livery for the Boeing–717 that “honors the past, while looking forward” and which leverages the special qualities that define the State of Hawai‘i as a unique, diverse and beautiful destination. The revitalization should speak equally to the company’s employees, the citizens of Hawai‘i and to the flying public at large.

The Solution:

Nicknamed “Pualani” (flower of the sky), Hawaiian’s island girl is depicted in a more realistic, more genuine way, in keeping with the current Hawaiian cultural renaissance that has revived dance, music, language and other native traditions. Pualani is young and idealistic. She is feminine, yet strong. She is, at once, worldly and sublime. A penetrating gaze bespeaks confidence in a bright future for her, Hawaiian Airlines and the State of Hawai‘i. The three-quarter pose requires one to look slightly up at her as, fittingly, one would to a “flower of the sky.”



Logos and text copyright Lindon Leader

Lindon Leader is a Disruptor Foundation Fellow and was a 2014 Honoree at the Tribeca Disruptive Innovation Awards. Over a thirty-year career in strategic branding Lindon has developed logos and corporate identities for FedEx, CIGNA, Technicolor, Walt Disney, Hawaiian Airlines, Avery Dennison, Ryder Systems, and Progress Energy, among many others. Beginning his career with the legendary designer Saul Bass, Lindon has served as design director for the Los Angeles Olympic Organizing Committee, as senior design director for Landor Associates and as executive creative director for Addison. Since 2001, he has built a successful strategic design consultancy in Park City, Utah where he continues to serve the branding needs of clients around the world. After degrees in Political Science from Stanford University and Advertising Design from the Art Center College of Design, Lindon has received over 30 major design awards worldwide. His work has appeared in numerous publications and is included in the permanent collection of the Smithsonian Institution.

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