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The United Parcel Service Design Case
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United Parcel Service
Wella

UPS logo 1920s

1920s


UPS logo 1937

1937


UPS logo 1961

1961

 

 

 

 

2003

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."


The following logos hold references to this case: United Parcel Service (1961), United Parcel Service (2003)

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