UPS Reframed.
Agency: FutureBrand
Agency: FutureBrand
By 2002, UPS had evolved from the package delivery service identified by Paul Rand’s classic 1961 logo to a vast organization whose expertise in delivery now encompassed logistics synchronized on a global scale. UPS’ visual communications had in turn grown unwieldly, and FutureBrand’s task was to re-synchronize the UPS brand. UPS had outgrown the package, but retained the valuable equity of Brown as well as the dependability and quality inherent in the shield mark.