BRAND:
UPS
CLIENT:
United Parcel Service, Inc.
BACKGROUND:
UPS is the global leader in logistics and shipping worldwide. Although the business model had grown, the marketing had stayed the same. In order to move the marketing and brand forward, a plan was necessary to restructure the brand strategy.
ACTION:
We pulled back and provided internal and external research. The conclusive result was that change was needed, including the brand name (United Parcel Service vs. UPS), logo (from 1961) and brand architecture. We conducted focus groups with consumers and business owners to review simple marketing experiences and communications. The decision was to simplify and create a clear and powerful brand look for UPS, making communications simple for future global solutions.
This included establishing a new brand strategy, positioning, messaging and a new tagline, “Synchronizing the World of Commerce,” We simplified the brand architecture system, focusing on one brand, one vision. The new UPS logo created was more masculine, active and powerful. The design system added a new font and palette. Inventory impacted included stationery, collateral, signage, vehicles, planes and packages. Even the 4,300 stores Mail Box Etc. become the The UPS Store.
The UPS CEO, Mike Eskew, unveiled the new brand including the new logo and touchpoint design system. Being the first redesign in more than 40 years of the company’s famous logo, a string-tied package on top of a shield.
DELIVERABLES:
Research, Brand Strategy, Brand Architecture, Name, Logo, Tagline, Design, Digital, Brand Guidelines, Packages, Signage, Vehicles, Internal Communications & Launch
RESULT:
In a year, UPS reported 13% earnings, increasing on 7% revenue gain through all segments. “D. Scott Davis, the chief financial officer, said the company was performing better than the rest of the economy. He also credited a rebranding initiative for increasing profit.” – The New York Times
LEARN MORE:
www.UPS.com
ROLE:
Michael Thibodeau - creative director and lead designer, working with FutureBrand, Martin Agency, IPG, McKinsey & Co., Sapient and United Parcel Service, Inc.