The History of the UPS Logo

Four UPS logo designs

Version 1

The very first UPS logo was created by the founder of UPS in 1916. This logo features an eagle carrying a package across a background of a bronze shield. The logo also had the words “Swift, safe and sure” as a description of their services to the side. Source

Version 2

In 1937 the logo was changed to reflect the growing company. The eagle from the first logo was removed and the letters UPS, for United Parcel Services, was added to the shield. As UPS had begun to grow immensely, adding retail stores to their customer base, the slogan of the company was changed to “The Delivery System for Stores of Quality” to further reach this consumer base. Source

Version 3

The 3rd logo, which was introduced in 1961, featured a string-tied package above the famous UPS shield. This logo was created in order to showcase UPS’s specialty which, of course, was delivering packages. It was designed by famous designer, Paul Rand with great confidence. The story goes that Rand walked into the meeting with UPS and placed the single design on a desk. When the clients asked if he had any other options Rand simply replied “That’s it”.  Source

Version 4

In 2003, UPS introduced its current logo. Gone was the bow-tied package above the shield and the shield itself was changed. The shield was given the famous brown color and the colors were updated to give it a more pleasing look both online and offline. UPS also seemed to capitalize on the plainness of their logo with the slogan “What can brown do for you?” Source

My personal favorite is of course Paul Rand’s piece.