UPS drops logo but stays brown in $20m rebranding

NEW YORK - United Parcel Service is to spend $20m revamping its brand to reflect the diversity of its business, with a new logo and slogan, but the signature chocolate brown that appears on everything from its vans and uniforms to its website will stay.

The new logo will see the parcel-tied-with-string image ditched in favour of a three-dimensional version, which retains the familar shield shape. The change reflects what UPS says is its commitment to reliability.

UPS is ditching its slogan "Worldwide Delivery Service" and replacing it with "Synchronizing the World of Commerce". The change follows UPS's acquisition of a range of companies that now sees its operations range from warehouse management to lending money.

UPS is also to ask the media simply to refer to it by its initials, and its full "United Parcel Service" name will be dropped from customer correspondence, although the name is not to be changed legally.

Michael Eskew, chairman and chief executive of UPS, said: "We think it's time to signal to the world that we're a changed company."

The company was named this month by Fortune magazine as the world's most admired company, the fifth year running it has won the accolade.

The company was founded in 1907, by 19-year-old Jim Casey, who borrowed $100 from a friend and established the American Messenger Company in Seattle, Washington. UPS now operates in more than 200 countries and territories around the world.

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