UPS's Corporate Soul Searching

[Ian Glass]

First, Philip Morris Companies became Altria and came out with a new multicolored pixilated logo. Now, UPS at least kept their name but did unveiled a new logo, which is pretty different than their 40-year-old one designed by Paul Rand. They've also adopted a new tagline, "Synchronizing the World of Commerce."

From AdWeek:
The [$20 Million] redesign is the Atlanta company's first in 43 years and will involve changes on thousands of vehicles, more than 250 aircraft, 1,700 facilities, 70,000 drop-off and retail boxes, and more than 1 million uniforms. The entire changeover should be completed by 2009.

This new logo reminds me of a police badge from a mid-budget sci-fi television series. Don't like it, but I guess I'll get use to it--after all, when was the last time marketing departments erred? ;-)

~~Ian

[Ravedesigns]

Interesting Ian...kinda reminds me of the HTML Writers Guild Logo...

http://www.hwg.org/

Wow - seven years to update everything of theirs with the new "identity"...makes me wish I was in the painting, printing and uniform business!

Steve

[Technosailor]

I didn't noticve the new logo but noticed they changed their marketing campaign...again!. They changed it last year to the "Brown" theme. "The power of Brown.", "What can Brown do for you?" , etc. Now it's something like "Synchronize" or something.

[anode]

Not like that's a bad thing..the "brown" thing was awful.

[Technosailor]

I personally liked the "We want to drive the truck" Nascar/Dale Jarrett campaign UPS has beenr unning.

[redux]

it's not too far a departure from the old logo, so keeps the consistency. and i've always hated the little stylised parcel at the top. particularly since they're expanding their focus slightly. not too hot on the 3D look, but i'd love to see their b/w version for things like faxes etc.

[XX7509]

I personally liked the "We want to drive the truck" Nascar/Dale Jarrett campaign UPS has beenr unning.

me too!

[rsdl]

i liked the old logo better, simple and straightforward. Plus it's easier to print out-only two colours as opposed to this new 3d thingy...then again they make millions in revenues so a little extra printing cost won't matter. And since redux mentioned that their expanding beyond just shipping stuff then i guess the new logo would be appropriate.

-rsdl

[Ian Glass]

I'm curious, when do you think a company can or should "reinvent" themselves?

I usually frown on it, personally, and wonder what image problems they're trying to run away from. But that's me and I'm suspicious like that! ;-)

~~Ian

[rabbitdog]

I'm curious, when do you think a company can or should "reinvent" themselves?

I usually frown on it, personally, and wonder what image problems they're trying to run away from. But that's me and I'm suspicious like that! ;-)

~~Ian

UPS has been around for a long time - since 1907. During their time in business, the world has vastly changed. We've seen a stock market crash, countless wars, globalization, the advant of the computer and the explosion of the internet.

That's close to a hundred years of history. I think the fact that UPS is still around is a testimate to its success, and need for a company to not only occassionally "reinvent" themselves, but to do it on a continual basis to meet the changing needs of their customers and the times of the world.

I can see them wanting to rebrand themselves to reflect the changes in their company, goals and services; after all, they've had their current logo for 40 years. That's a long time in the business world. And I applude them for keeping the spirit of the old logo intact. But I just can't love that video game-esque shield. It reminds me too much of something produced by the same kids who insist on using drop shadows and bevels on every element of design.

And they paid how much for that?

[M. Johansson]

Wow, this makes me think about the SitePoint logo.

[SteveO]

reminds me of the Royal Mail spending millions changing to Consignia. No-one knew who the hell they were and I think they changed it back.

[Ian Glass]

[Clickz: http://www.clickz.com/design/cont_de...le.php/2169321]
Beware. Logoitis pervades marketing departments across the country. Its symptoms are undeniable. Normally reasonable people spend months -- sometimes years -- tinkering with a symbol. Results are often tragic. Thousands of dollars are wasted on a graphic of no meaning to anyone except a few eager marketing folks and graphic designers.

Looking at the UPS logo further, I can't really think of how this says more about what the company's doing--to me it says less. And maybe that's the point?

~~Ian

[anode]

Looking at the UPS logo further, I can't really think of how this says more about what the company's doing--to me it says less. And maybe that's the point?

Get with the program, Ian! Bevels = Hi-tech 21'st century digital! Haven't you ever a 133t Photoshop site?

[iFroggy]

Honestly, I liked their old logo. It was recognizable. Like the Disney logo to a smaller extent.

[Adam P.]

I quite like it! But the logo on the new truck isn't big enough.

[Adam P.]

it's not too far a departure from the old logo, so keeps the consistency. and i've always hated the little stylised parcel at the top. particularly since they're expanding their focus slightly. not too hot on the 3D look, but i'd love to see their b/w version for things like faxes etc.

http://www.upsbrandexchange.com/cS76kkP76cA78.do

[Lind]

The UPS logo on their site looks like chocolate-caramel candy.

[astericks]

it looks pwetty

[davidjmedlock]

I actually like it. The old logo was pretty boring. And I like change.

Altia, on the other hand has a really sucky logo. Any first-grader can do that... I hope they didn't pay the designer too much. (I wonder what meaning their marketing team attached to that?)

[Ian Glass]

Seems like they're doing a bunch of re-branding as they change Mail Boxes Etc. to The UPS Store. The new logo may work for them, but my guess will be that in two years, they'll issue a press release about how they're going to start focusing on their core business. ;-)

~~Ian

[Hierophant]

Seems like they're doing a bunch of re-branding as they change Mail Boxes Etc. to The UPS Store. The new logo may work for them, but my guess will be that in two years, they'll issue a press release about how they're going to start focusing on their core business. ;-)

~~Ian

The thing is their core business is changing now. Sure they still deliver packages and overnight letters for people and provide those services better than more National Postal Companies, however they are getting more into procurement and Just-In-Time Inventory which is necessary for today's modern businesses.

I can honestly see that this new focus will be their major growth industry over the next decade and will separate them from the likes of DHL, Fedex and Airborne Express. It will also provide the stimulus the company needs to expand jobs and job growth among its unionized employees which is good since UPS is the only large private carrier in the United States that is unionized.

[KelliShaver]

It reminds me too much of something produced by the same kids who insist on using drop shadows and bevels on every element of design.

That's what I thought when I first saw it, too.

I'm a big fan of Paul Rand and his work. I hate to see the old logo go, and still find it more appropriate than the new one.

[dazzleink]

UPS's new logo is still recognizable because of its strong color identity and the shield shape. I do think removing the string tied package top lets us know that UPS is about more than just delivery now. But I do think that now that the letters have a softer look to them I'm more inclined on first glance to read their logo as the word ups, instead of the acronym U-P-S. Just a thought