The United Parcel Service (UPS) or Big Brown is arguably the leading parcel delivery service in the world. Founded by two friends, Claude Ryan and Jim Casey, in 1907, this US-based transportation and logistics corporation specialises in delivering all types of parcels and documents to recipients both domestically and internationally.
The UPS logo is not only a symbol of the company but also a reflection of its growth and evolution over more than a century. It has undergone several transformations, where each iteration represents shifts in branding strategy, service offerings, and design trends. This article traces the history and evolution of the UPS logo and highlights significant changes to the logo over the years.
The Genesis of the UPS Logo (1916 – 1937)
The first UPS logo was introduced in 1916, when the company was still known as Merchants Parcel Delivery. This logo featured the silhouette of a dark brown eagle carrying a package in its talons. The background of the logo was a bronze shield with a gold border. In the logo, the eagle symbolised speed and efficiency, while the accompanying slogan “Safe, Swift, Sure” emphasised reliability—a core value for the fledgling company of the time. This logo remained in use until 1937 and marked the beginning of UPS’s brand identity.
(1937 – 1961)
In 1937, UPS updated its logo to reflect its expanding services. The eagle was removed and was replaced by the letters UPS in lowercase and in a noble gold shade. This version adopted a simpler brown and gold colour scheme and included the slogan “The Delivery System for Stores of Quality” at the top of the shield along with “Since 1907” in all capitals on a ribbon at the bottom. The change aimed to enhance brand recognition as UPS began serving more retail clients.
1961 (prototypes)
In 1961, several prototypes of the logo were designed. However, none of them were considered worthy of representing the visual identity of the growing company.
(1961 – 2003)
The third iteration of the logo designed by the renowned graphic designer Paul Rand was introduced in 1961. This version simplified the design further by removing all text except for the UPS acronym in lowercase and in a light brown shade. Besides, it incorporated a bow-tied package above the shield. This design shift showed the company’s focus on package delivery as its primary service offering at that time. The logo’s minimalism aimed to convey clarity and modernity while maintaining brand continuity.
(2003 – 2014)
In 2003, UPS unveiled its current logo, which marked a significant redesign after over four decades. This iteration removed the bow-tied package above the shield and allowed for a cleaner look that better represented UPS’s expanded range of services beyond package delivery. The new design retained the iconic shield but introduced more modern elements. These include shading and a three-dimensional appearance to enhance visual impact. The colour palette returned to rich brown and golden tones to reinforce brand identity while aligning with contemporary design trends.
(2014 – Today)
The logo redesign of 2014 mostly refined the previous variant. However, the three-dimensional shield was changed to a simple one. The primary colour of the shield is dark chocolate and is in stark contrast to the yellow on the top left of the crest and its outline. The brand name in lowercase featured at the centre of the crest in a sans-serif typeface is depicted in yellow as well.
The Elements of the UPS Logo
Font
The UPS font has remained unchanged since 2003. This custom font, aka “UPS Sans,” closely resembles Yanone Kaffeesatz Bold. Although similar fonts exist, UPS Sans itself is not publicly available for use or download. UPS Sans is a sans-serif typeface, which is notable for its straightforward yet distinctive pointed edges on some letters. It presents a more contemporary look compared to the typefaces used in the earlier logos of the company.
Colour
The brand’s logo colours have consistently been gold and brown. The original brown had a bronze-like tint, but over time and with changes to the logo, this bronze colour was removed. The 1961 logo was an exception, which used a simple black outline on a white background without any colour. Today’s UPS logo preserves the heritage of its predecessors. It displays the brand name in gold on a brown backdrop. The shield emblem is more prominent and features a golden colour.
Finally
The UPS logo and its various iterations illustrate changes in corporate identity and broader trends in branding and design. From its first logo featuring an eagle to today’s streamlined shield, each iteration has played a crucial role in communicating UPS’s commitment to reliability and service excellence. With UPS continuing to expand further and adapt in an ever-changing marketplace, its logo is likely to evolve further. The logo will retain its core elements that symbolise trust and efficiency.