FTD, originally Florists’ Telegraph Delivery, is a floral wire service and retailer known for its distinctive Mercury Man emblem. The company was organized in 1910 by 15 retail florists who agreed to exchange out-of-town orders by telegraph, and it adopted the winged Mercury figure as its logo in 1914. The name changed to Florists’ Transworld Delivery in 1965 to reflect its growing international presence, while the well-known FTD initials remained. [1]
Design and History
The Mercury Man logo debuted in 1914, inspired by the Roman god of speed and communication. [2] The emblem depicts the messenger god Mercury in a winged cap and winged sandals, striding along with a bouquet of flowers held in his outstretched arm. [1] The Mercury Man was copyrighted as the official trademark for FTD in 1929. [3]
In 2009, FTD launched a rich black and metallic gold logo and packaging to reflect the heritage of the iconic brand. [3] The brand identity work was done by Soulsight, which created a package design system centered around the Mercury Man, reviving the figure by reversing out the logo and making his silhouette bolder and more dynamic. Drawing from FTD’s black and gold equity, Soulsight put the emphasis on black as a primary color element. [4]
On September 30, 2021, FTD announced a full creative rebrand. [5] The rebrand was led internally by FTD’s chief creative officer Annelies De Rouck, with the FTD creative developed in partnership with branding agency Base Design. [6] The refresh included a redesigned version of the Mercury Man logo and updated branding across packaging. [6]
Base Design took FTD’s iconic emblem, a silhouette of Mercury, the Roman god of commerce and messages, and incorporated slight tweaks, such as adding the company’s founding year. [7] The Mercury Man’s hands and feet were enlarged to make them in better proportion to his body, and his musculature was altered to make him look more like a Roman god. [8] The rebrand harkened back to FTD’s founding in 1910 as a non-profit florist cooperative. [9]
Meaning and Symbolism
The Mercury Man figure was chosen to represent FTD’s core service promise. Mercury, the Roman messenger god, is associated with speed and communication, qualities that align with the company’s flower-by-wire delivery model. [2] The emblem’s winged cap and sandals evoke swiftness, while the bouquet in his outstretched arm ties the messenger concept directly to the floral product. [1]
The 2021 rebrand introduced olive green as the dominant color in the palette, described as an elegant color that serves as a complementary backdrop to highlight flower arrangements. [7] The earlier 2009 identity drew from FTD’s black and gold equity, with black used as a striking backdrop for colorful floral arrangements. [4]
Typography and Design
Base Design’s method for the 2021 rebrand included brand immersion, brand strategy, and several rounds of exploratory design of key elements including the logo, fonts, and color palette. The Mercury illustrated icon and typography were simplified while retaining the universal recognition of the 1910 mark. [10] The goal was to create a modern yet classic look and feel that brought the florists back to the forefront. [10]
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