UPS
UPS dropped the string-tied package from the top of its shield and gave the shield a dimensional brown and gold finish. It was the company's first new logo in 42 years.
UPS logo before and after
BeforeUntil 2003
Logo: UPS. Source: ups.com (archived)
DownloadLightSVG not availablePNGDisplay versions adapted by Rebrand Log
AfterSince 2003
Logo: UPS. Source: ups.com (archived)
Key facts
UPS launched a new logo in 2003.
- Brand
- UPS
- Launched
- Source: investors.ups.com
- Studio
- Not recordedAdd it
- What changed
- UPS dropped the string-tied package from the top of its shield and gave the shield a dimensional brown and gold finish. It was the company's first new logo in 42 years.
Cite this Rebrand Log, "UPS new logo (2003)", https://rebrandlog.com/rebrand/ups-2003/, last updated .
The UPS rebrand, explained
UPS reported in its Form 10-K for 2003 that it had introduced its first new logo in 42 years that year. The company said the change was more than cosmetic. It described the new logo as a sign of its commitment to offer customers more complete solutions and to lead the wider field it called synchronized commerce.
The before file here is the shield with the package tied in string on top, as it appeared in the ups.com header in September 2002. The after file is the new brandmark served by ups.com in June 2003: the package is gone, and the shield carries the lowercase ups in a dimensional brown and gold.
The same report names the look of UPS vehicles among the main drivers of its brand equity, which put the brown fleet at the centre of the rollout. No official source we checked names a designer or agency, so none is credited here.
In short: The package comes off the shield after 42 years.
Press
Sources
- 1. investors.ups.comhttps://investors.ups.com/sec-filings/annual-filings/content/0000950144-04-002063/0000950144-04-002063.pdf
- 2. web.archive.orghttps://web.archive.org/web/20030601215908im_/http://ups.com/img/glo_ups_brandmark.gif
- 3. web.archive.orghttps://web.archive.org/web/20020930021946im_/http://ups.com/images/nav/global/ua_gnav_upslogo_a.gif