UPS Logo

1961 Paul Rand designed the UPS logo. In 2003 it was redesigned by Futurebrand. The first logo created by Paul Rand looks unoriginal and concepts of a gift played above the UP. I personally prefer the more modern version of the UPS logo. The first version consists of a shield combined with a gift. The transformation into the second logo began forty-two years later with the removal of the bow tie. The bow tie was removed because it stopped UPS from advancing further than just a package company as well as the advance in technology and how it is all sorted within the system. The second logo came from another rival company merging with UPS to represent a shield which is still used today.

The first logo is more minimal and symmetrical however, it looks quite flat and dim. I think that the use of colour is poor because it isn’t eye catching and looks like it is half complete. However, my preference is with the second logo because it looks 3D and stand out to you. The use of deep and expressive makes you take the logo serious. The logo is also very iconic and easily recognizable whilst being eye catching. The second logo reflects that the business is evolving its strategy.

There are numerous reasons behind changing your brand logo; firstly it may be the same reason that UPS changed their logo and this was to show a change in strategy and performance and to show the advance of delivery to the desired customers experience.  Another reason why UPS changed their logo is because they merged with a rival company and had to represent both companies. A third reason may be that the logo needs to be more modern in the case of Harvard University where the logo looked like it was an oval circle with loads of writing in it. The new improved logo shows the advance of technology and a more modern digital learning environment. The fourth reason could be that your target marker has changed and therefore you need to fit a logo with the new targets.