FedEx used the slogan “When it absolutely, positively has to be there overnight.”
The slogan emphasized the company’s overnight delivery service and its promise of speed. It became one of the most recognizable examples of a logistics slogan because it stated the customer’s urgency in direct, memorable language.
FedEx began operations in 1971 as Federal Express, founded by Frederick W. Smith. The company launched its overnight delivery network in 1973, using Memphis International Airport as a major hub because of its central location and favorable weather conditions.
The company changed its name from Federal Express to FedEx in 2000. The shortened name had already become widely used, and its visual identity included a hidden white arrow between the final letters of “Ex,” symbolizing movement and delivery.