I feel that this design company made a fatal mistake by not incorporating Paul Rand's design. I understand that companies are showing progress by updating their mark and brand positioning, but please, before changing the design because of profit or for the sake of just changing.... think, why the design was designed that way...
The essence of the original mark showed clearly what the company was doing -- A trustworthy package delivery service i.e. UPS. Simple it may be for its time, the designer, Paul Rand designed it that way because of the traditional production issues and clarity.
The new UPS logo really does not do justice to their company. What has a 3D shield got to do with parcels? They should have incorporated the parcel, at the very least. There is a strong reason why Paul Rand has the parcel and the shield together! The logo must tell the story of what the company does. The new logo simply does not convey that.
This is a dreadful example of design deterioration. A poor design hidden by fancy treatments. I am very sorry but I just feel very disappointed for the UPS logo and for Paul Rand.
More read on this:
http://typographica.org/000561.php
No comments:
Post a Comment
Thank you for your comments.