FutureBrand

UPS

Synchronizing the world of commerce.

Recognized as a global leader in package delivery, UPS has significantly expanded its capabilities in order to provide customers with a variety of new and innovative services ranging from supply chain management to financial and retail services.

FutureBrand partnered with UPS to help the company claim a leadership role in the global economy by defining a new era of synchronized commerce where the flow of goods, information and funds are seamlessly connected to benefit UPS customers worldwide.

Our work with UPS included identifying the brand and category opportunity, developing the brand strategy and transforming the identity system to accurately reflect UPS’s global reach and expanded capabilities. One of the strategic underpinnings of the program was to implement a one UPS approach to branding whereby the enterprise presents itself as an integrated company in support of its new vision.

The new three-dimensional UPS brandmark is designed to signal change while retaining the company’s proud heritage. Retaining the UPS shield and replacing the package with a simplified, dynamic curve expresses the evolution of the company’s services and its commitment to leading the future of global commerce.

The new brandmark is the cornerstone of a comprehensive visual identity system that includes a proprietary typeface and a new color palette designed to complement and energize brown, the company’s signature color for nearly 100 years.

The new identity system was implemented across the full range of UPS touchpoints, including the company’s expansive fleet of vehicles, its packaging and its entire print literature system. FutureBrand had assisted UPS with the planning, design and production of launch materials and comprehensive online brand guidelines.

To learn more about this project and how FutureBrand can help with yours, click here to email us in the New York office.