new UPS logo
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- Duck0
- mrming0
No one's arguing about the shield. The Paul Rand logo had the shield too.
- goldenstate0
uh, that's not a lens flare, that's a reflection.
regardless, the new mark is terrible. why spend forty years building your brand only to create a new one with the shelf life of five years.
- kpl0
timelessness is something you don't figure out in 10 seconds. Maybe not even 10 years.
That said, it sucks. There was a certain playfulness with Rand's package. It's gone here, and looks generic as a result.
- Jr0
This is one of the reasons I don't watch sports, you go to the stadium and espend $100 to watch a guy that makes more money than the CEO of any known company.
Here you are discussing the rebranding of a company that makes millions of dollars, and that certainly is not going down cause the logo doesn't please some designers.
- jox0
I just saw it on tv, and actually it didn't have any of these bevel / lens flare / lightning effects at all. In fact it was quite decent and simple.
- spk0
is that font dax?
the logo is sad. what a disaster.
- dopepope0
it's just like the difference between the old BEAUTIFUL channel 13 logo and that piece of shit new one with the 'revolutionary' red dot over the 'i'.
- taragee0
no logos should have gradients in them IMO
- WildPony0
It looks like an acorn to me...
- metonym0
So, essentially a swoosh conveys "new capabilities and an innovative vision for
enabling commerce around the world" whereas the bowtied package didn't. I agree that that the bowtie didn't promote this marketing bullshit but the f*cking swoosh? Really?"The bowtie was removed, giving the logo room to communicate the many other capabilities of today's UPS". Its a swoosh, people. And crammed at that.
Look, I'm not trying to be a hard ass but when does a vacuous bezier curve grow up to become iconographic for the increased capabilities of a company?
People, I can deal with the 3d shite these people pulled on us. I don't like it, but I can deal with it. I cannot, however, deal with the counter-rationale concerning how this agency addressed their concerns.
If the UPS exec would admit they, like every other friggin company out there, just wanted a swoosh, I could stop ranting.
BTW, the logo on the site -- can you make it a little bigger, say 35%?
- BrianBaker0
It looks like it says ups with the typeface they're using. Rand did well to not have the lowercase letters flow into eachother so that they would seperate and be read as UPS. The new one is ugly too.
Rember the cool old Burger King logo?
Ouch!
- spk0
maybe we should redesign the stars and stripes.... its not really applicable any more either.
- ros0
I had heard that Rand was asked to redesign the Ford Motor Co. logo back in the day... and he told the company they didn't need to change it... he still got paid for the consultancy though... thats responsible design... the ups logo did not need to be dummed-down...
- reluct0
I would have liked it if they didn't emboss it. But that's personal.
It's brave to reposition a strong brand in times like these. I disagree that they don't have to.
The logo appears in long lists of stock exchange companies. A more modern logo stands out of the crowd. A classic logo does not.
It's hard to predict if they did a good job redesigning it. The future will tell :)
- thinkmule0
i think we should have a moment of silence....
1961-2003
sucks.
- corin0
finally! i haven't read everyone of these posts but its nice to see someone offering some kind of interesting information regarding this subject.... thanks ros...
these tall poppy threads are really starting to shit me, can we have some constructive criticism...
expecting "how can you give constructive critism to something that shit" reply :)
- reluct0
I'm sorry Corin. Her's a article about D'Arcy's logo redesign.
- Sapphire0
wow, this logo is so .... bland.
- estro3230
i am going to have to agree with metonym on this one. Pretty soon every corporation will have a swoosh because it is a pedestrian way of encompassing management objectives of "inclusiviness" and "global thinking" and "dynamicism" even though none of the companies actually think this way. More swooshes. yuk. http://50cups.com/swoosh/halfswo…