Success: FedEx uses a simple, sans serif, thick font with a color for each syllable. FedEx creates contrasts by pairing orange with purple, which is interesting because purple mixes orange's complementary color blue with orange's neighbor red, creating a slight gradient and complementary effect at the same time. Rather than just a pretty, easily-readable title, the unspaced letters morph together creating a single body like an emblem you would see on the grille of a car (or the side of a delivery truck).
Failure: Dunkin Donuts uses a sans serif rounded tip font that would probably look like comic sans in lowercase. The pink and orange grab your attention and could possibly be indicating sugar, but something about it looks wrong, like they just got a set of neon highlighters from the book fair.
