Evolution of the UPS Logo*



Case Code : CLCB015
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

UPS, Logo Redesign, Forbes Most Valuable Corporate Brand, Paul Rand, FutureBrand Worldwide, Re-branding exercise, Package delivery system, Color palette, Focus groups and Design element


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UPS brought about changes in its logo three times in its history. UPS's logo redesign process was considered to be evolutionary. The caselet explains the challenges faced by UPS in implementing the logo change that the company undertook in the first half of the 2000s.


To understand how a company designs its logo
The need to improvise the logo of a company based on the changing profile of the company
How consumer perception affects the design of the logo


UPS, with operations in more than 200 countries, was the world's largest package delivery company. Ranked ninth out of the 25 Most Valuable Corporate Brands by Forbes magazine in 2004, UPS had revenue of US$ 36.6 billion and a net income of US$ 3.3 billion.

The company, which started as a package deliverer in 1907, became a complete solution provider in supply chain and commerce by 2003...

Questions for Discussion:

1. "One of the exercises that the company undertook as part of the re-branding exercise was the redesign of its logo. The company followed an evolutionary method for changing the UPS logo." Discuss about the evolution of the UPS logo from its inception.

2. How did the research activities done by the company help in the design of the new logo?