UPS unveils new logo, tagline

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Atlanta—United Parcel Service of America Inc. Tuesday introduced a modified logo intended to start a conversation about the broadening of services offered by the company.

By removing the package with the string bow atop the “shield,” UPS hopes to underscore that it is not only about package delivery but has other capabilities as a global company and a provider of supply chain services.

UPS said the logo appears on more than 88,000 vehicles, 70,000 drop-off and retail access points, more than 1 million uniform pieces and more than 3 billion packages annually.

In addition to changing the logo, UPS is also adopting a new tagline: “Synchronizing the world of commerce.”

UPS Chairman-CEO Mike Eskew said in a statement, “We believe that ‘synchronized commerce’ is the next evolution of global commerce, where the three flows of trade--goods, information and funds--are seamlessly connected to benefit businesses worldwide.”

—Sean Callahan

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