How To Design A New Logo
UPS logos play an important part in the organization’s image making; the company has trademarks for each of its many services and we counted more than 100 listed on the UPS website.If we analyze the shield device, which seems to be the most familiar of the UPS logos, we come up with several observations:
• The shield shape is reminiscent of a family crest, a coat of arms, which communicates longevity, a history of service
• The choice of brown as the predominant color reflects trustworthiness. Combined with gold, the most precious of metals, it indicates value, steadiness and reliability. Brown is a warmer, less “flashy” choice than black; it is a color that wears well over time.
• The choice of lower case letters sends a message of service; this puts the customer above the corporate entity
• The swish across the top of the emblem radiates a feeling of rapid velocity, i.e. speed and direction, which UPS is dedicated to with its worldwide services in the air, land and on the sea.
The “brown” theme is replicated in every other facet of the company’s image - employee uniforms, trucks, print and electronic media. The UPS logo does not have to stand alone.
Diagnosing one’s logo is an exercise every business person ought to do, using an objective eye to determine if the logo projects the desired company or product image. Every company, every brand needs a logo. No company or product should wander, faceless, in the competitive marketing jungle without one.
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