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.
The History of UPS
UPS was founded on August 28, 1907, by James E. Casey and his friend Claude Ryan in Seattle, Washington. Initially named the American Messenger Company, the business started with just $100 borrowed from Ryan’s uncle and operated out of a basement. The company primarily delivered messages and packages for local businesses using bicycles and foot couriers.
By 1913, the American Messenger Company had merged with McCabe’s Motorcycle Delivery Service and was rebranded as Merchants Parcel Delivery. This merger allowed UPS to expand its services and fleet, which included the acquisition of its first delivery van. In 1919, the company adopted the name United Parcel Service as it expanded operations to Oakland, California, thereby marking its first significant move outside Seattle.
Throughout the 1920s, UPS continued to grow and established services across major cities on the Pacific Coast. By 1930, UPS had expanded to the East Coast with operations in New York City. The company began offering common carrier services, which allowed it to compete directly with the United States Postal Service (USPS). This move led to legal disputes but ultimately positioned UPS as a key player in the parcel delivery market.
In 1953, UPS reintroduced air services after a failed attempt in 1929. It did so by utilising commercial airlines for package deliveries. This innovation enabled UPS to offer faster delivery options across the country. The 1960s marked a period of significant growth for the company. In 1975, UPS became the first package delivery company to serve every address in the continental United States. It was a milestone that was referred to internally as the “Golden Link.” The company also ventured into international markets by beginning service in Toronto, Canada.
By 1985, UPS had launched its Next Day Air service, thus becoming the first air delivery network to reach every address in the United States as well as Hawaii and Puerto Rico. The establishment of UPS Airlines in 1988 further strengthened its position in logistics and air freight.
The 1990s saw UPS expanding its services globally and reaching markets in Europe, Africa, and the Asia-Pacific regions. In 1994, UPS moved its corporate headquarters to Atlanta, Georgia, which remains its base today. The company went public on November 10, 1999, which marked a new chapter in its corporate structure. In the early 2000s, UPS diversified its offerings by acquiring Mail Boxes Etc., Inc., which rebranded as The UPS Store. This acquisition allowed UPS to enter the retail shipping market effectively.
By 2015, UPS had acquired Coyote Logistics, thereby enhancing its capabilities for technology-driven freight brokerage. The company continued to innovate by introducing Saturday ground delivery services for the first time in its history. In June 2020, Carol B. Tomé became the first female CEO of UPS in its history. She took over the leadership baton during a pivotal time for global logistics. This was so because of the changing market dynamics due to e-commerce growth and technological advancements.
Today, UPS operates in over 220 countries and territories and delivers more than 3 billion packages annually with a workforce of nearly 500,000 employees. The company has transformed from a local messenger service to a global logistics powerhouse known for reliability and efficiency.
Interesting Facts About UPS
- UPS, or the United Postal Service, was founded in 1907 by a 19-year-old James Casey and an 18-year-old Claude Ryan in a hotel basement in Seattle.
- The founders had just one bike and $100 borrowed money.
- UPS calls itself the world’s largest package delivery company in the world.
- UPS used to be called the American Messenger Company, and the founders would deliver telegrams on bicycles.
- All UPS trucks are brown. As one of the partners, Charlie Soderstrom thought it would be easier to clean and dirt and mud wouldn’t be visible on the vans. Interestingly, one of the co-founders, James Casey, wanted the trucks to be yellow in colour.
- Every UPS driver is needed to undergo rigorous training called Integrad and learn 340 steps to correctly deliver a package. These steps include how to load a truck, how to walk properly in order to optimise motion, why to avoid turning left, and how to enter and leave a truck efficiently, among others.
- UPS launched the same-day delivery service called the “Red Arrow Bonded Messenger Corporation” in March 1925. It delivered dental impression moulds for dentists using bicycles and motorcycles.
- UPS operates about 248 jet aircraft and 123,000 vans, tractors, and cars.
- UPS receives about 180 million tracking requests daily on UPS.com.
- UPS delivers more packages (60%) than FedEx daily. In fact, it delivers over 4 billion documents and packages a year to 220 countries.
- UPS has more than 399,000 employees the world over and has a bigger population than the 67 countries it services. For instance, it has more employees than people living in the Bahamas or Iceland.
- In 1976, when UPS started its services in West Germany, its employees had to wear green uniforms as the locals protested that the brown colour of the company reminded them of the brown shirts of the Nazi Party.
- In 2004, UPS mandated all its vehicles to take right turns only to save fuel.
- All UPS vehicles have secured air conditioning after January 1, 2024, after one of the drivers in California died due to heat stroke and drivers threatened to go on a strike.
- UPS vehicles are called packaged cars and not trucks.
- Every moment of an UPS driver is tracked to ensure greater productivity.
- The UPS logo uses UPS Sans font, which has been developed in-house. It is a slightly modified version of FF Dax.
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.