Is the Custom Critical Name Being Phased Out?

[ATeam]

A year or so ago, maybe longer, I don't recall exactly, FedEx Custom Critical announced a branding color change such that the Custom Critical blue would become red like the FedEx Freight brand.

Diane and I are noticing lately that FedEx Custom Critical branded trucks are shrinking or eliminating altogether the words "Custom Critical" from their graphics. While the number of sightings is not high, we are increasingly seeing the FedEx Custom Critical DOT number on trucks and vans with the big FedEx name, but the words "Custom Critical" do not appear anywhere on the truck, not even on the door signage.

Have others noticed this too?

 

[Skyline]

My truck got the new decals a week ago, including new "Custom Critical" decals on both sides and small ones on the bottom of each door. The DOT and IL CC numbers are new though. I am very pleased that the box got a white layer before the new decals as it makes it all look brand new again. However, I suppose nothing is impossible in the ever changing world of commerce.

 

[Turtle]

I've noticed it, too. Mainly because it was predicted. It's not surprising, since the object of such rigid branding uniformity (no stickers, flames, rust, doodads or gewgaws) is to make every truck look like it is owned and operated by FedEx. Most people don't know the difference between Custom Critical, Ground, and Freight, anyway, and I don't think it will be all that long before we see those distinctions disappear, as well.

Ever notice how a lot of people, still today, talk of going to Kinko's? I'm sure that chaps the furry little behind of many at Fedex, considering they have tried so hard to erase that name from the lexicon.

 

[LDB]

I have seen many units besides mine and every one has the CC signage also. If there are units out there without, they weren't done at the NJ location. Mine needed to be moved an inch to avoid a seam and he said no there's an exact specification and they have to be done just so. I can't speak for any other locations of course. The hood logo just says Fedex and nothing else but CC is on the big logos.

 

[cannedmeat27]

I drive a BRunit and my new signs were put on in march. Mine say custom critical. They did only put the Fedex.com website on the top part of the doors and the dot number and Ohio puco# on the bottom. Oh yea they also put Fedex signs on the hood but no custom critical name so that is new.

 

[ATeam]

My truck got the new decals a week ago, including new "Custom Critical" decals on both sides and small ones on the bottom of each door. The DOT and IL CC numbers are new though. ...

What DOT number did they put on your truck? The FedEx Custom Critical DOT number we have always known is 164025. Is the number on your truck different?

 

[ATeam]

Ever notice how a lot of people, still today, talk of going to Kinko's? I'm sure that chaps the furry little behind of many at Fedex, considering they have tried so hard to erase that name from the lexicon.

It shows how powerful a good brand can be, like Kleenex for a tissue or Xerox for a photo copy. I laughed when I read what you wrote about Kinko's. To this day, Diane and I can be looking right at a FedEx Office store and we'll say, there's a Kinko's.

 

[Skyline]

What DOT number did they put on your truck? The FedEx Custom Critical DOT number we have always known is 164025. Is the number on your truck different?

The DOT number has not changed.

 

[ChanceMaster]

We notice that many customers are not aware of the difference of our "custom critical" brand. Many times we have to educate them what "CC" is all about. I'm sure we are not the only ones that have had a citizen approach the truck trying to ship a package or inquire as to the status of a package they are expecting. I hope Custom Critical remains as verbage on the signage.

Sent from my PC36100 using EO Forums

 

[zorry]

My new signage has Custom Critical on the box.
Blue Beacon has tried to remove the CC part.
As of today, Fedex hasn't.

 

[TeamCaffee]

My new signage has Custom Critical on the box. Blue Beacon has tried to remove the CC part. As of today, Fedex hasn't.

Phil sure knows how to bring attention to the new signs! Great Job Phil!The Custom Critical is part of the new signs except as cannedmeat27 pointed out on the hood of vans. The anomaly can happen after a truck wash gets through washing, but that really should not happen as the signs are much tougher then the truck numbers.

 

[zorry]

Wonder if Phil's ready for a little rebranding ?

 

[BigCat]

I have been seeing alot of red kw's with the new logos. I read somewhere for them to get the benefits of the rebrand the trucks had to be white. Is this true? If so what is the point of doing the rebrand?

 

[Bruno]

I have been seeing alot of red kw's with the new logos. I read somewhere for them to get the benefits of the rebrand the trucks had to be white. Is this true? If so what is the point of doing the rebrand?

Jake you don't ever have to worry about a Mayfield Express truck having FedEX CC logo on them ever again. They don't like me.

 

[BigCat]

Jake you don't ever have to worry about a Mayfield Express truck having FedEX CC logo on them ever again. They don't like me.

I am actually happy where im at. So its good I dont have that to worry about.

 

[Bruno]

I am actually happy where im at. So its good I dont have that to worry about.

I'm glad your happy driving for us and we happy to have you driving for us. We will get the rims you want for the back of that truck soon. Let me know if you see that kind out on the road at a good price.

 

[BigCat]

I'm glad your happy driving for us and we happy to have you driving for us. We will get the rims you want for the back of that truck soon. Let me know if you see that kind out on the road at a good price.

Spent the day at 4 states yesterday and saw alot of stuff i wanted.

 

[ATeam]

As I said above, the sightings are few but becoming more frequent. Maybe it is as simple as sign shops not doing it right or contractors expressing their individuality. I don't know. That's why I asked.

I have photos of one "Custom Critical de-emphasized" truck now and will take more when I see other such trucks. When I have a few trucks to show, I'll post the photos here to show readers what I mean and what prompted my question.

 

[LDB]

The CC marking is on both sides and the back door. The hood has just the bicolor FedEx. The doors and back door have fedex.com on them and the DOT number is also on the doors. It will be interesting to see what the photos show, especially if unit numbers are visible to find out where the logos were put on and why they are improper.

 

[ATeam]

The CC marking is on both sides and the back door. The hood has just the bicolor FedEx. The doors and back door have fedex.com on them and the DOT number is also on the doors. It will be interesting to see what the photos show, especially if unit numbers are visible to find out where the logos were put on and why they are improper.

If the unit numbers are visible on the trucks, I will "photoshop" them and other identifying information out. I'm not here to make trouble for FedEx contractors.

I'm just curious about the branding program that may not be so uniform after all and what that may (or may not) suggest about the status of FDCC within the larger corporation. FedEx did not have to change FedEx Custom Critical blue to FedEx Freight red, but it did. All other branded divisions that I am aware of kept their colors. Why did Custom Critical lose blue? Along the same line, what's up with the FDCC trucks that de-emphasize Custom Critcial in their graphics?

This is a history of expediting inquiry. It's interesting stuff for those of us who keep track of such things.