UPS Rolls Out New Logo, Corporate Look

New and Old UPS Logos

United Parcel Service Inc. said Tuesday that after a year of research, it is updating its familiar shield logo for the first time in more than 40 years.

The new logo "reflects the significant broadening of capabilities that has occurred in recent years as the company expanded across the globe and introduced a portfolio of new supply chain services," the company said in a release.

Most noticeable will be the removal of the package with the string bow on top of the shield, the company said. The new logo will still use UPS' familiar brown as a main color, but will be complemented with new colors on the Atlanta-based company’s trucks and aircraft.

The removal of the package component of the logo, the company said, reflects UPS’ recent expansion.

"Package delivery is and will remain the foundation of our business at UPS," said UPS Chairman and Chief Executive Officer Michael Eskew said. "But as we expand our capabilities and broaden the solutions we bring to our customers, we felt it was the right time to make our logo reflect the company's evolution."

The theme of "synchronizing commerce" will be incorporated into the company’s advertising and vehicle signage, UPS said.

The new logo will be places on more than 88,000 vehicles, 257 large aircraft, 1,700 facilities worldwide and more than 70,000 drop-off and retail outlets, UPS said.

UPS is the largest trucking company in the United States and Canada, according to the 2002 Transport Topics 100.

By Sean McNally

I>Staff Reporter

(Click here for the full press release.)