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Thank you for this site. I feel that Future Brand made a fatal mistake by not incorporating Paul Rand's design. I understand that companies are showing progress by updating their mark and brand positioning, but the new UPS logo really does not do justice to their company. What has a 3D shield got to do with parcels? They should have incorporated the parcel. There is a strong reason why Paul Rand has the parcel and the shield designed together! The logo must tell the story of what the company does. The new logo simply does not convey that. If they need to update the old logo, all they had to do is to do a 3D version with the parcel and shield together and that would be at least acceptable.
Sharon Lee, ShamikoDesign
Tuesday, November 24, 2009 19:00 |
If I've seen this once, I've seen it 100 times!
Ben Ballard, Mental Retardedness Entertainment
Sunday, June 15, 2008 00:59 |
The old UPS logo reminds me when I was a child during christmas time and the boxes sent by relatives from US. UPS means to me box and presents!
Federico
Wednesday, November 28, 2007 13:32 |
i just found an old-logo UPS jacket in brand-new condition at a flea market on saturday. i love the thing!
ninly, the melon colonie
Wednesday, March 29, 2006 00:46 |
Paul Rand was and is arguably the greatest American logo designer. This logo was perfect, as is his many other creations. The Futurebrand version will be dated in 5 more years. Rand's version will still be fresh-looking 50 years from now.
Michael
Friday, February 10, 2006 18:43 |
I was sitting at a stoplight next to a UPS package car in midtown Manhattan recently. The "new" logo on the side have begun to color fade due to exposure to the sun. Looks like a giant yellow paint smudge on the upper left side of the logo, reads like "OPS" Thank goodness they still paint the package cars brown.
Robert Mead, ACS Group
Saturday, January 07, 2006 00:43 |
No matter how you slice it, UPS core business is and always will be moving packages from place to another. With today's sky-high fuel and labor costs, did UPS stockholders and customers benefit from changing the one thing about UPS that didn't need to? (est. $20,000,000.00)
Robert Mead, ACS Group
Saturday, January 07, 2006 00:22 |
I love the New Shield..
Fedex?? DHL??? not nice logos at all..by the way do they have one?
FW
Thursday, November 17, 2005 03:18 |
The new logo is so ugly and has no meaning at all. That is why I use FedEx which has a better logo anyway.
Dave
Wednesday, October 19, 2005 17:20 |
Another 95 years from now when UPS makes another logo change, there will be, again, more folks such as yourselves bemoaning the loss of a great logo. Someone before me said the symbol is not a pop culture icon. Not a pop culture icon, just a delivery company? Let me guess, you're a smart person and not an idiot, right?
Someone else mentioned that if they take away the package, because that isn't all UPS does anymore, then why are they still called United PARCEL Service, well, sorry to break your bubble, but UPS emphasizes 'UPS' now. Not United Parcel Service. Ask any UPSer with a clue and they'll tell you that. But in the end, we're talking about a logo, people. A logo. This is a logo. What? A what? A logo. You say this is a logo? Yes, it's a logo. A corporation's logo that you're all whimpering over. Boohoo. Where's my mommy?
Paul for the New
Sunday, May 15, 2005 07:20 |
Nowadays, there are a lot of brown UPS trucks with that new logo slapped on the side of them, and if just one of them happens to get in front of me, I immediately switch to the other lane.
I really don't like sitting in rush-hour traffic behind something so cliched and uninspired. Cheap swooshes and trendy gradients do not make 'contemporary' design (whatever that means), and that's exactly what puts Rand and the other greats in a whole different category than these uncreative megamarketing firms and their focus groups. Future generations will probably name this, "The Era of Boring Design." We miss you Paul!
jonathan mortola, idiotboxmedia
Thursday, May 05, 2005 22:07 |
i am never one to question opinions but : anyone who thinks the new logo is a better design is an idiot.
form is more important than content
- paul rand
ictinus, ictinus design
Friday, April 15, 2005 14:20 |
"UPS hasn't allowed you to send a package tied with string for years"
whats the problem ? its just symbolic, and logo is about symbols, no ?
lex, no thanks
Wednesday, February 09, 2005 10:31 |
To Designer, Myself,
Look under the bonnet of a BMW (or any car for that matter).
anon, anon
Friday, January 28, 2005 15:01 |
A Paul Rand fan - I think the old logo is glorified by the new logo - being updated is not a bad thing, but come on - Futurebrand, couldn't you have done better?
Nikki, None
Tuesday, January 11, 2005 20:41 |
¿Por qué rediseñar la identidad gráfica de UPS? Desde mi punto de vista la nueva identidad gráfica es mucho menos alusiva a lo que la empresa hace, además de que es menos reproducible, memorizable y ocurrente. Ésto sin hablar del posicionamiento que tiene en nuestras mentes ese "moñito" tan bonito y tan clásico de paquetería que todos reconocíamos a primera vista y que tanto extrañaremos...
Armando Cervantes, ule studio
Wednesday, December 29, 2004 02:08 |
What an incredible argument. Lets change the logo because we are about more than just packages. If I used that same argument BMW would change their logo as well. Fortunately they are not as big a bunch of bafoons as UPS management. The world is craving for stability in their lives, not mindless change to satisfy the personal ego of a few power crazed idiot executives. Paul's logo is better than the trash logo developed by the fools responsible for this disaster. Lets change the Coke bottle, remove the ridges from Ruffles Potato chips, introduce Chanel No. 6 because 5 was so last year and for Gods sake kill the Ferarri Horse. Do the fools running UPS even realize they have obscured the shape of the shield with the cliche swoosh. I nominate UPS for the branding bozo of the century award . This one's for you Paul.
Designer, Myself
Sunday, December 19, 2004 00:31 |
"the trademark should embody in the simplest form the essential characteristics of the product or institution being advertised,"
Paul Rand said that - not me.
UPS will tell you that they are much more than just a parcel delivery service - so why not update. Note to Futurebrand though -must try harder!
Chris, davidsondesign
Friday, December 10, 2004 16:37 |
Define "contemporary". You can't. What was considered "contemporary" today might
be dated in the future--making a logo mark contemporary in style does not make
it a good or lasting icon; is that really the best way to judge a good logo mark?
The Morton salt girl
is a case in point, its old fashion (last update was 1968) yet the icon is familiar like
an old friend. Should we update the image for the stake of being trendy, maybe
update the Morton salt girl to Wonder Women or an unisex non-descriptive person?
Dino DRomero, StudioDino.com
Thursday, September 16, 2004 19:29 |
Paul Rand is the Godfather of Logo design and should be worshiped as such. However, something needed to be done since UPS hasn't allowed you to send a package tied with string for years.
Phil Belair, Milwaukee Institute of Art & Design
Monday, September 13, 2004 02:06 |
I'm dizzy from all the spinning I'm doing in my grave. Way to go guys.
Paul Rand
Thursday, September 09, 2004 17:04 |
I loved the old school UPS logo. That's a package, man, handled with care. Now it's a flying swoosh like everybody else. What can Brown do for me? Stop trying to be so freakin' cutting edge. You're a delivery company, not a pop culture icon.
Kevin, Monkey Outta Nowhere
Thursday, September 09, 2004 03:23 |
I like the new UPS logo. It makes me feel like the UPS are always working to get my package to be where it is going, even when the sun is just pushing up past the horizon.
Steven
Thursday, September 09, 2004 01:50 |
The new UPS logo looks like the new Burger King logo. Slap a gradient and a swoosh in there and it's instantly modern! In a few years we will laugh at these logos the same way we laugh at drop shadows today.
Michelle
Thursday, September 09, 2004 01:16 |
I am so displeased with the new UPS logo. Certainly UPS Officials were aware of what they were departing. I was given Paul Rand's "A designers art" for my birthday, the same day I went to UPS Air Park in Louisville, KY and gazed upon Rand's gigantic UPS logo that still reside upon an outside wall of UPS building. It was great.
Ricky Irvine, Dressed In Value
Thursday, July 01, 2004 04:42 |
So I have to do this research paper on the current UPS marketing strategy of "Only one Brown"- it has been really hard to find information about that. Anyways, have to admit that the new logo is quite boring and dull and we're all regretting the passing of the old logo- because if it still existed, I wouldn't have to be doing this research paper!!
Ciji Joseph, The Pennsylvania State University
Wednesday, June 16, 2004 23:42 |
What Does Brown Do for You?
The current look and feel of UPS has so unmoved me that I've decided to re-brand the company for my final project. Any ideas or opinions? Please e-mail me at brainwerks@mac.com.
Billy Von Schnur, Design Student
Tuesday, May 04, 2004 02:35 |
"It looks just like a Present, Daddy." When Paul Rand show his design for UPS to his daughter, this is the reaction he got. SCREW the new era - this logo presented that idea like no other could....
Dan W., Esplanade Design
Wednesday, March 17, 2004 20:44 |
Must admit it... I never liked this one, and the new one is as bland as possible... I think the reasson to remember UPS are the delivery tracks and, in my case, my lost portfolio (the whole of it). RIP. Anyway, I was not going to use you any longer.
(I am afraid this does sound like retribution...)
Alex
Sunday, February 22, 2004 09:35 |
No words to express my LOVE for my DesignFather Paul Rand. The other WORLD's GREATEST DESIGNER. Every time I see one of Paul Rand's UPS Livery Designed Vehicles. I want to put my arms around it HUG IT and KISS IT.
For Fear of being taken to an Insane
Asylum I don't. I majestically and methodically with my right hand cross my heart like a Catholic Priest. However, I mourn the Identity is no longer is use. At the same tme, I Embrace the IDENTITY by FutureBrand.
It's just a Brush up of Paul Rand's Identity with a Touch of Modern Flair.
DesignMaven, Identity and Image Management
Thursday, January 29, 2004 08:46 |
If UPS is no longer 'just a parcel company' - the reason for removing Rand's bow-tied package - why the hell is the company still called 'United PARCEL Service'??
Bart Sevenster, scossA
Wednesday, January 28, 2004 11:46 |
The old UPS logo rules. Somebody gave me once this brown shirt with the logo on it wich I sometimes wear when I go out to party's. It's so cool! Everybody things I've got packages for them.
Marco Loyo Bosma, FPW
Tuesday, December 23, 2003 12:26 |
Many designers are lamenting the demise of a classic logo, but sort of missing the point. UPS HAS CHANGED!!! They are not just packages. Yes, the new one may not be as asthetically pleasing or conceptually solid, but if we sit around and complain about this for those reasons, we're gonna look like silly artists who don't get it. A client wants something to signify that they're business has changed, are you gonna say, "Well it looks better if you just reference what you're already known for and lose market share to up and coming businesses."?
Nate Bishop
Friday, December 19, 2003 23:26 |
It was a wonderful logo, but I feel it is dated. I looks like it is right out of the 1960's, which is not an association I would want if I ran a modern company like UPS.
On the other hand, the new swoosh at the top of the UPS shield is pretty bland.
John
Friday, December 19, 2003 21:29 |
The "ups truck" is gone forever. It was always fun to wonder who was getting what when the big brown truck came into the neighborhood. I agree, some things just don't need to be changed. I also think that the new logo is rather bland. They wanted to be known as more than a package company, but what does their new logo say? Not much, just UPS. What a downer!
Drew, myself, inc.
Friday, December 19, 2003 21:09 |
Does anyone else think the new one looks like it could go on the side of a Forestry Service/Forest Ranger Truck?
Mark A Gale
Friday, December 19, 2003 16:13 |
this Christmas, may UPS receive coal.
felix, feluxe.com
Tuesday, December 16, 2003 00:12 |
A masterpiece.
Alexander Shoukas, AESGraphic.
Monday, December 15, 2003 19:58 |
Rand's mark was iconic. It symbolizes the activity UPS specializes in, and the product they deliver. The new mark--generic in nature--could be applied just as easily to a branch of the military with its crested shape and gold gradiant. While no mark is perpetual, Rand's UPS logo could have lasted forever. I will always believe that his mark did not die, but the UPS executives killed it in 2003.
Jason A. Tselentis, University of Washington : Visual Communication Design
Monday, December 15, 2003 05:39 |
Am I the only one who likes the new logo? I know it is a bit generic with the swooshiness of it, but it looks a lot more contemporary to me and I think that companies like UPS need to update their look for the time. The old logo always seemed dated to me and I don't think it was ever a timeless icon. The new logo seems fit for current times. It may prove not to have the longevity of the Rand's original but I feel like it fits better with present time now.
Harry Bixler, design
Friday, December 12, 2003 06:05 |
In the old day we knew the names of individual designers - Paul Rand, Lance Wyman, Saul Bas, Hans Schleger... - now it's Interbrand, Superbrand and Landor Associates. Does this say something about the current state of design?
Carole Goodman
Thursday, December 11, 2003 16:18 |
Rand himself said 'A good solution, in addition to being right, should have the potential for longevity. Yet I don't think one can design for permanence. Permanence is up to God.'
Sandro Heller, Museum für Gestaltung Zürich
Thursday, December 11, 2003 12:29 |
There is something wrong going on in corporate design at the moment! As Gert Dumbar says in the book 'Logo RIP' where is the 'concept, wit and emotion' in todays design?
Charles MacMurray, Atelier
Thursday, December 11, 2003 10:36 |
What a shame. They tore down a design icon and put up something with a dot.doom-like "swoosh" element...
Jeff Fisher, Jeff Fisher LogoMotives
Wednesday, December 10, 2003 01:55 |
The new/restyled shield is terrible. All the character is gone. Rand used to test his designs on his family - modern day identities are tested on groups. Where is the intuitive approach to design gone?
Karl Reeves, KennedyKramer
Monday, December 08, 2003 17:39 |
Stop the world I want to get off. If the FutureBrand treatment of the UPS logo is indicative of 21st century global branding, then god help us all. If anyone tried to emasculate a brand identity with greater malice I doubt that it could have achieved a more banal result. If the new design 'to reflect the changed nature of its business' is considered a success by FutureBrand, then perhaps it should attach a creative warning to its own name.
Howard Milton, quoted from “The majority of designers would have left it alone...” Design Week, 17 April 2003
Tuesday, December 02, 2003 22:28 |
My first reaction was "Oh crap that is awful." After reading the reasoning - that they no longer wanted to be considered a "package" company, but more, I understood it better. Seems a shame that all the good Rand Logos are disappearing. UPS, Westinghouse, NeXT, Enron, down the drain.
Peter Roberts, The Set Up, London
Tuesday, December 02, 2003 22:17 |
UPS has replaced its great Paul Rand logo with a generic brown and gold shield. I guess I was wrong for thinking that a logo should communicate something about the business. It kind of looks like an acorn to me. What's that supposed to mean?
Bob Grey, Red and Grey Design, Dublin
Tuesday, December 02, 2003 22:15 |
Paul Rand is "Turning over in his grave".
Toon Tesser, Tel Design, The Hague
Tuesday, December 02, 2003 21:59 |
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