UPS, the largest package delivering company in the world, was founded in 1907 in United States (Atlanta, GA.). It has obtained a position to become an international company with one of the acknowledged brand throughout the world. All through its corporate history, UPS has managed to use four logos as its business insignia. Nevertheless, the changes in the UPS logo remained gradual and handled the commercial picture well.
The very initial UPS logo, also regarded as the “shield” logo, was employed in 1916. That UPS logo attributed a shield and an eagle clenching a package with words “SAFE, SWIFT, SURE” emblazoned on the side. The eminent shield used in the first identity is still utilized in the UPS logo.
Design Elements of UPS Logo:
The enormously grown company features a logo design which possesses simplicity, power and strength. The UPS logo characterizes the company’s corporate picture in the international business world. Now, the UPS logo features a shield with impressive colors and font.
Shape of UPS Logo:
As mentioned earlier, the UPS logo holds a shield which showcases the some significant achievements of the firm. This shield has been used in the UPS logo ever since the corporate identity was born. Nevertheless, some slight alterations have taken place in the UPS logo but the shield still continues foster the firm hold of the company.
Color of UPS Logo:
The only factor that has not been modified is the brown color of the UPS logo. The primary brown color in UPS logo has become the trademark of the company. Other complimentary colors were adapted to the UPS logo but now dull golden hue compliments with the brown to form an amazing insignia.
Font of UPS Logo:
The font used in the UPS logo is quite simple yet eye catching. The simple font grips a distinctive quality that highlights the UPS logo design. The letters are printed in the dull golden color, reflecting the decency of the logo plus the company.
Undoubtedly, the UPS logo is the most witnessed corporate identity that reflects the well being of the company. The UPS logo projects speed and expresses strong commercial image.
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The UPS logo is a beautiful example of logo evolution. Losing the package on top of the shield in 2003 was the first step in addressing their expanding into supply chain services. Also the string bow was no longer accepted in the postal service and would get caught in their new machinery! They didn’t stray far from their original mark the shield which has lots of brand recognition. The new shield and type has sweet lines and a beautiful flow. One of my favorite logos. Thanks for bringing it to our attention
Personally I miss the whimsical Paul Rand version circa 1961 which incorporated both the shield and the package.
Great post, thank you for sharing. The way in which its elements are described is really wonderful and provides deeper know-how about its illustration.
HEy who designed this logo??
wonderful…
What an awesome logo
Wonderful publish, I actually count on posts from you.
What The Fabulation? … Too bad you don’t know your own history …
August 28, 1907: 19-year-old Jim Casey and 18-year-old Claude Ryan found the American Messenger Company in ***Seattle, Washington***, capitalized with $100 in debt.
1913: The first delivery car appears, a Model T Ford. Casey and Ryan merge with a competitor, Evert McCabe, and form Merchants Parcel Delivery. Consolidated delivery is also introduced, combining packages addressed to a certain neighborhood onto one delivery vehicle.
1918: Charles W. Soderstrom, is recruited and helps manage the company’s ever-growing fleet of delivery vehicles.
1919: Service begins in Oakland, California. The name United Parcel Service is adopted. The first official logo is released.
Oh yeah… it had a little bow tied on it. I remember that.
This iteration of the UPS logo does represent its corporate success, while reflecting the style of these present times. I must admit though, I am partial to Paul Rand’s design that was more specific and spoke of UPS’s core service. The line quality in Rand’s logo has a charm that casts the same spirit and tone of their former ad campaign “What can brown do for you.” Approachable visual language like that is as classic and golden as their complimentary color.
Vlad’s correction is validated by info on the UPS web site. I really like history, but let’s keep this discussion focused on the logo.