Old UPS Logo versus New UPS Logo

[CrayZee]

It's been a little while since I've done anything design-related. So in order to spark my interest, I've been thinking about it more lately.

Here's something that popped into my head a few days ago: The UPS corporate logo was updated awhile back.

Old Logo:


New Logo:


Designer or no, what do you think about it?

[shant]

You're really not gonna get any thoughts on this in OOT. I think the original design was a classic, and at first I was shocked that they updated it. However, after giving it some time, I think the new one holds its ground well.

[Clayton]

these threads are pointless imo as it's just an argument of old school v new school and little content otherwise

that said its not surprising i prefer the new one. obv.

[RacersEdge]

Considering they call themselves "Brown" and the original has no brown in it, I can see the change.

[Kramer.]

Packages are no longer tied with strings. That's an old way of doing things.
Old = slow.
UPS doesn't want their logo to convey slow, no matter how subtle.


In other words, logos are about more than just looking cool.

[CrayZee]

Yeah, I just thought I'd try a shot in the dark to see what people thought.

I'm pretty close to on the fence about it.. leaning a little toward the old school logo, but I probably have a nostalgia bias.

[MrMon]

Contemporary, yet comfortingly familiar. Therefore, it accomplishes everything they wanted.

[neuroman]

The new one looks vaguely like a police badge.

"UPS: protecting your parcels for nearly a hundred years."

[Guy Incognito]

I contracted at UPS corporate for several months, you wouldn't believe the effort that goes into the simplest designs there. I once sat in a two hour meeting about one of the colors on the website [img]/images/graemlins/frown.gif[/img]

I seem to remember them saying that they wanted a more 3-dimensional design, and that the reflection on the left represents the sunset (i.e. we work around the clock). Also, those letters are in a proprietary font that they paid a gazillion dollars to have created just for them. I was amazed at how much money that place was able to spend on this kind of stuff, and still show a healthy profit. Apparently they compensated by paying their contractors a ridiculously low wage [img]/images/graemlins/mad.gif[/img]

[dogdrool]

I picked "worse" meaning the old logo is worse than the new one. The poll was sorta confusing to me.