We use cookies to provide you with a better experience. By continuing to browse the site you are agreeing to our use of cookies in accordance with our Cookie Policy.
  • INDUSTRY PRESS ROOM
  • ABOUT
  • CONTACT
  • MEDIA FILE
  • Create Account
  • Sign In
  • Sign Out
  • My Account
Free Newsletters
  • MAGAZINE
    • Current Issue
    • Archives
    • Digital Edition
    • Subscribe
    • Newsletters
    • Mobile Apps
  • TRANSPORTATION
  • MATERIAL HANDLING
  • TECHNOLOGY
  • LIFT TRUCKS
  • PODCAST ETC
    • Podcast
    • Webcasts
    • Blogs
      • One-Off Sound Off
      • Global Logistics and Risk
      • Empowering Your Performance Edge
      • Analytics & Big Data
      • Submit your blog post
    • Events
    • White Papers
    • Industry Press Room
      • Upload Your News
    • New Products
      • Upload Your Product News
    • Conference Guides
    • Conference Reports
    • Newsletters
    • Mobile Apps
  • DCV-TV
    • DCV-TV 1: News
    • DCV-TV 2: Case Studies
    • DCV-TV 3: Webcasts
    • DCV-TV 4: Viewer Contributed
    • DCV-TV 5: Solution Profiles
    • ProMat 2023
    • Upload Your Video
  • MAGAZINE
    • Current Issue
    • Archives
    • Digital Edition
    • Subscribe
    • Newsletters
    • Mobile Apps
  • TRANSPORTATION
  • MATERIAL HANDLING
  • TECHNOLOGY
  • LIFT TRUCKS
  • PODCAST ETC
    • Podcast
    • Webcasts
    • Blogs
      • One-Off Sound Off
      • Global Logistics and Risk
      • Empowering Your Performance Edge
      • Analytics & Big Data
      • Submit your blog post
    • Events
    • White Papers
    • Industry Press Room
      • Upload Your News
    • New Products
      • Upload Your Product News
    • Conference Guides
    • Conference Reports
    • Newsletters
    • Mobile Apps
  • DCV-TV
    • DCV-TV 1: News
    • DCV-TV 2: Case Studies
    • DCV-TV 3: Webcasts
    • DCV-TV 4: Viewer Contributed
    • DCV-TV 5: Solution Profiles
    • ProMat 2023
    • Upload Your Video
Home » still brown
inbound

still brown

April 1, 2003
DC Velocity Staff
No Comments

For the first time in more than 40 years, the familiar United Parcel Service (UPS) logo has gotten a makeover. In late March, the company unveiled a new look said to reflect the significant broadening of capabilities that has occurred in recent years as the company has expanded across the globe and introduced a portfolio of new supply chain services. The company will continue to use the color brown for its operations, but the logo change includes elimination of the package with a st ring bow atop the shield.

"UPS is a vastly different company today than most people realize," says UPS Chairman and CEO Mike Eskew. "Today we are bringing our look up to speed with our capabilities." Based on the scale of the project, it appears that changing UPS's visual identity may be one of the most significant corporate identity transformations ever.

The UPS brand is one of the most seen and recognized on the globe. The logo appears on more than 88,000 vehicles,257 large jet aircraft,1,700 facilities around the world, 70,000 drop-off and retail access points, more than 1 million uniform pieces and more than 3 billion pa ckages annually.

The visual changes will not be restricted to the logo alone.To further communicate the global reach and expanding capabilities of UPS, the phrase "Synchronizing the World of Commerce" will become part of the design of the company's aircraft and familiar brown package cars. New advertising also will include the "synchronizing commerce" theme.

The most visible change to the UPS logo is the removal of the bow-tied parcel that appears atop the shield. Ironically, even though the small bow had become one of the most recognized features of the company's logo, packages with string have not been accepted by UPS for several decades because the string can get caught in high-speed sorting machinery.

Transportation Parcel & Postal Carriers
    • Related Articles

      Ten years after IPO, Big Brown still trying to deliver

      UPS ditches "Brown," declares love for "Logistics"

      UPS to host "UPS Brown Friday" hiring events

    Recent Articles by DC Velocity Staff

    Cargo theft and fraud rose 41% in the first 20 weeks of 2023 over last year, CargoNet warns

    Gartner: Top supply chains of ’23 balance risk control, new growth channels

    OSHA, industrial safety experts to headline National Forklift Safety Day 2023

    You must login or register in order to post a comment.

    Report Abusive Comment

    Most Popular Articles

    • Logistics pay remains high, but job satisfaction dips

    • Schneider National opens innovation center at Wisconsin headquarters

    • FedEx trims costs again with plan to shut 29 locations in its less-than-truckload division

    • DHL Supply Chain will expand Locus Robotics fleet to 5,000 AMRs

    • Ocado plans to grow automation beyond grocery sector with 6 River Systems acquisition

    Now Playing on DCV-TV

    4cd1b546 9bdb 4b5e 9eaa 10bc1c4f367d

    The Robotize GoPal Autonomous Mobile Robot (AMR) Solution at Kärcher

    DCV-TV 4: Viewer Contributed
    Kärcher is a German global leader within cleaning products for both professional and home use. The company recently expanded its production capacity in Europe with the construction of a second factory in Romania. With two large factories in operation and a looming labor shortage, Kärcher began looking for a way to...

    FEATURED WHITE PAPERS

    • Exploring Customized Forklift Solutions

    • Exploring the Future of Labor Management With Capacity Planning

    • Three layers of forklift safety: Promoting operating best practices

    • The Complete Guide to Automated Packaging

    View More

    Subscribe to DC Velocity Magazine

    GET YOUR FREE SUBSCRIPTION
    • SUBSCRIBE
    • NEWSLETTERS
    • ADVERTISING
    • CUSTOMER CARE
    • CONTACT
    • ABOUT
    • STAFF
    • PRIVACY POLICY

    Copyright ©2023. All Rights ReservedDesign, CMS, Hosting & Web Development :: ePublishing