ATLANTA, March 25, 2003 — UPS today unveiled a “new look” that includes the first redesign in more than 40 years of the company’s famous “shield” logo.
Two years in development, the new look was created by FutureBrand (who could use a new look of their own) giving the guys at Landor a small break from huge money-making clients. I’m not going to go into much detail here, it’s all in the media kit (1.8Mb PDF) but there is one thing that got my attention about the logo: “For even greater visual impact, the shield gained a three-dimensional appearance.” To me that reads as “The logo was weak, but with the added dimension (and higher production costs) it looks like a better brand.” Any time you have to add greater “visual impact” to a logo it’s not a great sign of the logo’s strengths.
Anyway, UPS also bought Mail Boxes Etc. and they will now be known as the UPS Store. More work for FutureBrand.
Thanks for all the great years Rand, the little bow-tied package will be missed.
Thanks to Todd for the heads up