Just realized why I never trusted the old UPS logo redesign

Back in 2003 they ditched the wrapped package for that shield with the bow, and it took me 20 years to figure out why it bugged me. The old logo actually showed the brand's whole promise, something being shipped and handled with care. The new one just looks like a generic corporate icon, you could slap it on a bank or an insurance firm and nobody would blink. I drove past a UPS terminal near Bakersfield last week and it hit me, the logo lost its story. Anyone else feel like a lot of rebrands trade personality for polish and end up forgettable?

2 comments

2 Comments

milam428d ago

Gotta admit I thought logos were just branding noise, but you and @jade618 made me see they carry the whole promise, guess I was wrong.

jade6188d ago

My cable company did the same thing around 2010. They swapped out their little cartoon guy with the antenna for this boring blue globe and a plain wordmark. Now every utility and streaming service looks identical, and I literally can not tell you which bill is from which company without squinting. Its like they all decided a logo should just be a clean placeholder instead of something that tells you what you are actually paying for.