ups brand
refresh
branding
This project reimagines the UPS brand identity, balancing its rich history with a fresh, contemporary look. The goal was to create a brand system that resonates with the diverse communities UPS serves while maintaining the company’s core values. This project was guided by three brand attributes: vivacious, responsible, and resilient.
Overview
before
after
brandmark
The UPS shield is an iconic part of its legacy, along with the easily recognizable brown and gold color palette. This new brandmark pulls the letters out of the shield and uses a geometric typeface, increasing legibility. The arc inside the shield represents growth, movement, and progress. This brandmark can also be presented vertically, for instances
when horizontal space is limited.
The Link and The Arc are two graphic elements used to increase the cohesion of this rebrand. The Link, named specifically to reference the title of the “Golden Link” that UPS earned in 1975,
is an homage to the legacy of hard
work and dedication that the brand has demonstrated for over 100 years.
graphic elements
The Arc is a shape pulled out of the shield in the new brandmark, a trajectory towards growth and expansion. The Arc is a motif that is to be used throughout the application of this rebrand with the goal of increasing brand recognition.
