UPS 1920s-1961-2003

United Parcel Service developed its first shield in the 1920s, using the bold image of an eagle carrying a package labeled "Safe, Swift, Sure." This was simplified in 1937 to a shield outline containing the company initials, with a new message to appeal to the retail trade. In 1961, the current logo was born, the work of Paul Rand. He abbreviated the shield, added a rectangular package, and clarified the lettering. The key to good design, he explained, was "taking the essence of something that is already there and enhancing its meaning by putting it into a form everyone can identify with."