new UPS logo
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- Sapphire0
wow, i gotta get me a swoosh too!
- unknown0
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
- estro3230
or another angle is that the logo truthfully communicates what ups is trying to accomplish. They probably want to say to wall street investors that they are no longer a delivery service but a "logisitics coportation" or some other vaguely murky kind of corporation and they need a ambiguous mark to present them selves as such. And of course the hints at security guard badges make the wall street analyts all happy inside.
- sauerbraten0
"The new shield is far more muscular, even militaristic... appropriate for expressing preemptive competitive intentions."
haha, what a bunch of business bullshit.
- estro3230
expressing preemptive competitive intentions
=
» redefine visionary mindshare
» reinvent seamless schemas
» evolve extensible users
» transform compelling deliverablesPlus UPS SUCKS. The last time i used them they fucked up some bad they fed exed my package to me.
- reluct0
I bet weeks of discussion and critisizing made the logo to what it is.
I'm glad they god rid of the package on top. And the new typography is a big improvement. Don't care much for the gradient they used, but I've seen it lot's of times, so it's not that new. (Especially for foods packaging)
They probable have a one color version too.
- BonSeff0
i said it in the other thread
its not broke, dont fix it
economic times do not warrant a 20 mill rebrand, why? thats incredible
investors are prolly pissedthe classic logos are dying, we need a non-profit to preserve them/
whos with me?
- Sapphire0
i liked the older one waaaay better
- sauerbraten0
sucky that CEO's think that rebranding is the key to new business and bigger sales, in some cases I think that it is necessary.. sucks when that rebranding phase axes a mark like that. Would there be another way to emerge as a newer company, with the same "edge" they wanted without a complete logo overhaul?
- Sapphire0
how can that beat this?
- BonSeff0
exactly. the same truck is gonna roll up at 5 at my work everyday. i hope its still brown. rand branded the brown. fucks. they at least better nor fuck with the brown.
designers should rise up and tag the new logo with what it should be!
long live rand's vision
- Sapphire0
its gonna be pink
:)
- Nirvous0
pink and porno blue
- Sapphire0
and neon green
- Sapphire0
and shit brown...
.. oh wait, it is.
- BonSeff0
sticky icky green
- Sapphire0
radioactive green
- Sapphire0
and NT grey
that would be cool though
- reluct0
Noo not more NT grey! Haha.
http://www.reinvigorate.net/ and my own site http://www.reluct.com are grey too. It's starting to depress me :P
- Sapphire0
what are you talking about? your sites are awesome, not depressing at all... shites those pie charts are off the hook!