United Parcel Service of America, Inc., more commonly known as UPS, is a world-renowned American global package delivery corporation founded in August 1907 by James E. Casey in Seattle, Washington. The company is currently headquartered in Sandy Springs, Georgia. One of the world’s largest shipping companies, UPS delivers over 15 million packages a day to 6.1 million customers in about 220 countries and territories worldwide.
With total assets of US$ 34.701 billion as of 2013, the company employs more than 398,500 people across the world.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF UPS LOGO
Shape of the UPS Logo
The UPS logo is among the most recognized and logos in the corporate world. It began its iconic history in 1916 when the original UPS “Shield” logo was introduced after the company’s successful merger with a local competitor. The design featured an eagle holding a package with the slogan “SAFE, SWIFT, SURE” inscribed on the left side, as the shield has been a traditional symbol of integrity and reliability. Consequently, the new slogan “THE DELIVERY SYSTEM FOR STORES OF QUALITY”, was incorporated in the UPS logo to depict the tremendous growth of the company.
The UPS logo was altered in 1937 after the company’s enormous success as a delivery service for a few leading retail department stores.
In 1961, the UPS underwent another major overhaul and this time, Paul Rand, one of the greatest graphic artists of his time, was hired for this challenging task. It featured a simplified design and incorporated “a bow-tied package above the familiar shield to express the mission of the company”.
In 2003, the company changed its logo yet again with the help of the renowned brand consultancy, FutureBrand. The notable changes included the removal of the bow-tied package above the UPS shield, and the shape of the shield was also modified and given a three-dimensional look. These changes were intended to establish UPS as a leading player in various supply chain services. The new UPS logo exemplifies the company’s expansion from package delivery into a broader array of supply chain services.
Colors of the UPS Logo
The brown color has been closely associated with the UPS logo and has never been changed. The color embodies trust, reliability and loyalty. The use of yellow color, on the other hand, stands for joy, passion and precision.
Font of the UPS Logo
The current typeface of the UPS logo was hand-drawn by Paul Rand.