UPS
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- unknown0
I read on a book that rebranding doesn't just include the art work or whatever, it includes all the aspects of advertising, not just a logo, the logo is part of the strategy on that $20Million tag
- Gorbie0
Just think of all the time and money they will save, now that people will no longer package with string!!!
- platinum0
I agree that the FED EX logo is better. Have you noticed that the "E" and the "X" in the logo form an arrow. someone just pointed that out to me the
other day.
- Gorbie0
ssshhhhhhhhh...
- BlueTree0
I think of it as more of a logo refreshening. It's not a total rebranding, which would hurt a company that has been around for as long as they have more than it would help.
So that's the reason for the type face being similar to the original. I do agree that it's more shield like, but the average person isn't going to look that deep into it and is going to see a more modern version of the old logo. It's a simple case of evolution.
- 2cent0
I like it, i think its a nice evolution of their identity and it fits nicely within all the prior versions.
I think a lot of the people hating on it in the other thread will be thinking the opposite once its out in the public eye more.
Also don't hate on FutureBrand doing as the client asked...have any of you worked on a job to this scale?...its a lot more than a few people deciding what looks cool, i'm sure there were aleast a couple dozen decision makers involved and probably over a hundred design options.
I worked at FutureBrand Toronto for a number of years and I have to say they do some amazing work and have a great team of people. This actually reminds me alot of when we re-did the Royal Bank logo, there were articles about it for weeks, people all pissed off and just under a year later no one even remembers the old one.
- Geith0
While it's aesthetically pleasing, does it communicate the company's services? No.
Although it does convey movement in a nice way, it does not suggest what the company does as far as delivery of packages is concerned.
Paul Rand's original logo was far more effective.
- mitsu0
the longer i stare at the new logo, the more i have a burning desire for a big bowl of Cookie Crisp...
mmmmm... cookie crisp....
- Jr0
I prefer the old logo, but I guess everything needs to evolve, I believe people said the same thing back when the old logo was done, but we got used to it, so I guess is a transition, what came first the NIKE shoes or the NIKE logo?
- okaybro0
i have no problem with letting the mark and company evovle.
But come on, why use all the cliches of the 90's to update it.
embossing, a swoosh, and no reverence for type.
This notion of don't blame the the studio who did it, is bullshit. Because it was hard isn't a reason.
- enobrev0
i fucking love it.
UPS in itself is already a brand. Very few people, at least in this country question what the 3 letters together stand for. the logo looks modern and updated, which portrays what the company wants you to feel...
Although, I have to agree that the 3d is a bit overboard. I imagine they have flat versions as well...
- kpl0
mikeymoo hit it on the head.
What's the current ad campaign about? Drivers. Personable drivers. flat or no, this logo ain't personable. they're intimidating and pseudo-governmental.
- 2cent0
okaybro: like i said before you obviously haven't worked for a large branding studio like FutureBrand, Landor, Interbrand, etc...
- taragee0
haha yeah he hobviously hasn't because he's still got a brain in his head and doesn't make up bullshit like "Synchronized Commerce"
- Fizik0
wow -- at first I was crying along with many of you, but now I think I understand.......
Sure it looks like not much thought or design effort has gone into it, but it IS effective I think, because all it needs really is the letters UPS. I mean, c'mon, "UPS" is practically a slang word in our language now (and so is fedex mind you.....), so that's all they needed, and since the package concept is outdated, all the best to them.
And just for my 2cents, and speaking of 2cent, good comments there about FutureBrand, but I think I'll take FedEX anyday....... better logo IMO, but also more for the service etc...... but you're right, we shouldn't choose based on logo, and I won't.
hehe
- okaybro0
no i haven't worked at one of those "branding" places. But i have helped build/create some of the best brands in the country.
And there is one thing that the those "experts" seem to forget. Honesty, not big long fancy marketing terms that they made up. They try and turn what we do into a science, which it isn't.
- kpl0
gripe, moan. moan, moooan. moan mon mon moan mooooan. gripe.
gripe!
- yankswank0
i understand people's reaction to the new logo, but i don't think it's evil or anything, just mediocre. Definitely looks like it was designed by a large group of people trying to come to a consensus over many months. Most unfortunate about it is that it lacks personality. The previous Paul Rand version logo wasn't exactly perfect either though.
- Jr0
Well, I guess is too late to go back, why don't everybody send a letter to UPS and complain. The logo was probably the decision of a few selected professionals, for $20 Million, I think they know what they're doing.
- lind0
Looks like chocolate-caramel candy to me.