Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and How consumer perception affects the design of the logo

Keywords

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