INT'L EMPHASIS IS BEHIND NEW LOOK FOR FEDEX

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Federal Express Corp. is sprucing up its logo and increasing emphasis on international deliveries.

The new logo, designed by Landor Associates, San Francisco, and unveiled last week, features the name "FedEx" in "more dynamic" shades of purple and orange, with "Federal Express" beneath in lighter, smaller type.

The company's new slogan, "The world on time," isn't part of the logo. But it will be painted on company planes and trucks.

Chairman, CEO and President Fred Smith said the new logo and slogan are designed "to take FedEx from the one-country, one-product, one-time company to one whose focus is to conveniently deliver the world on time for our customers."

While the new logo starts appearing in newspaper and magazine ads this week, Senior VP-Worldwide Marketing Mike Glenn maintained the new look won't be specifically tied to future campaigns.

He did tell Advertising Age a new campaign from BBDO Worldwide, New York, can be expected in the next two months and hinted it will have an international flavor.

"Federal Express is a global company, and international business is a large part of our message," Mr. Glenn said.

Just how large a part international business plays has been a thorn in the company's side.

But analysts say FedEx, which lost $1.5 billion on international operations in five years, is poised to turn a profit internationally in fiscal 1995.

Douglas Rockel, analyst for Merrill Lynch & Co. in New York, said FedEx is expected to make money internationally this quarter as it did two quarters prior.

"They are still involved internationally but at a reduced level and fixed cost," he said. "But they are recognized everywhere."

"They will not [make a profit internationally] for a full year, however," Mr. Rockel said. "My bet is for next year they will."

That reduced level of international service came from Federal Express' February 1992 closure of its Brussels hub and halt of deliveries from one country in Europe to another. Packages are still delivered between regions, like Europe to Asia.

"We are [still] very much involved in Europe," said Tom Martin, managing director-public relations.

Greg Smith, research analyst at Atlanta-based Colography Group, a research company, said the Memphis, Tenn.-based company is in a good position to make a move internationally.

"They are trying to make inroads," he said. "Federal Express has stopped the bleeding. UPS is still losing a lot of money overseas, and DHL is No. 1 overseas. I don't believe FedEx will ever pull out of the international market because GATT and NAFTA will cause an expansion of global trade."

Federal Express said international represents $2.7 billion of its $9 billion overall revenue.

DHL Worldwide Express was quick to respond to the FedEx announcement.

"While FedEx artists are busily drawing new logos, DHL is spending hard cash to improve customer service around the world," DHL said in a statement. ".*.*. The huge international losses for Federal Express over the past five years are confirmation of the difficulty they are having in competing with DHL overseas."

The Redwood City, Calif., unit of Brussels-based DHL International said it has 23 years of international experience vs. nine for FedEx (FedEx said 15); serves 222 countries vs. 187; and had fiscal 1993 international revenue of $2.9 billion vs. $1.1 billion (FedEx said $2.1 billion). DHL and analysts said FedEx lost $1.5 billion on international operations from 1987 to 1993, while DHL experienced "steady growth." FedEx refused comment on losses.

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