ups
ENERGIZING BROWN
Brand identity and experience to transform a category leader into a category definer.
Brand identity
Digital design
Packaging
Uniforms
Wayfinding
Retail
Transportation
Award winning brand initiative
Recognized traditionally as a leader in package delivery, UPS invested in additional technologies and solutions to significantly increase its offering — everything from supply management to financial and retail services. There was an opportunity to envision and activate a bolder, more ambitious brand vision. One that — while still honoring its heritage— elevated the company, moving it from category frontrunner to global heavyweight, “Synchronizing the World of Commerce.”
Extensive research and testing determined that while iconic — UPS’s existing logo didn’t register with the general marketplace, resulting in little brand equity and an opportunity for evolution. A three-dimensional logo was designed to signal change while preserving the company’s proud heritage. Retaining the shield and replacing the package graphic with a dynamic arch expressed the company’s evolved services.
The new logo was the cornerstone of a rejuvenated visual system that included a proprietary typeface and vibrant color families, designed to complement and energize brown — the company’s signature color for over 100 years. The color palette was inspired by the theory that brown is core to all colors when mixed.
The visual system was applied and implemented across the full range of UPS touchpoints — everything from its expansive fleet of airplanes, vehicles, uniforms, retail locations, packaging, print literature system, and digital experience.
When launched, the brand initiative resulted in a 13% increase in earnings, growing profits to $692 million from $611 million in the same period a year earlier. UPS CFO Scott Davis, cited by The New York Times, credited the rebranding initiative to increase profit.
