new UPS logo
Out of context: Reply #82
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I simply can't believe what some of you people are saying about the new logo. It's obvious that most of you forgot about the basic principles of design. This is probably due to the fact that most of the people who like this new UPS logo, admire 2A style (not a personal note) and all that futuristic nonsense.
First of all, let's take a look at the application of the logo. The bevel and 3D shape shows that people who designed the logo had no idea of the costs and rules of implementation throughout the different media. Let me remind you that a good logo (was and always will be) is the one who is readable and clear when implemented on a pen, on a building or a plane. This logo with 3d effects and gradients is breaking these rules in contrast to Paul's design.
Second, if we are talking about the tradition as stated in one of the articles posted here, it is obvious that even the CEO (I stand firmly when I say that CEO's in general have no clue about visions) said that the logo needs to respect tradition. In that manner I have to say that the old logo had it all. It had the association to delievery and communication (through package representation), it had a shield and as mentioned before respected the basic rules of design. Even a 5 year old kid down the block yelled "package!" when it saw the old logo. It, as someone posted, brought smiles to our faces. That is success!
Finally, the old logo stated the trust and the stability of one of the worlds most known brands. A long tradition recognized and accepted by that cute package and three clear letters "UPS".
This is truly a sad example of pure rape over the real design values. If this is where the design goes, I'm gonna hurry up with that MBA so I can become some CEO who will spend company's money however I like it. I guess it all comes down to how much money certain people gain from these financial transactions.
Sincerely,
Boz