…but UPS should take the blame for wanting rebrand

Is anyone like me still reeling from the shock of the demise of Paul Rand’s UPS logo? I know most graphic designers would admit their work has a limited lifespan, but it is still possible to believe that some work is so finely wrought that its usefulness

Is anyone like me still reeling from the shock of the demise of Paul Rand’s UPS logo?

I know most graphic designers would admit their work has a limited lifespan, but it is still possible to believe that some work is so finely wrought that its usefulness and relevance transcends time, fashion and nostalgia – until now.

Rand’s witty and accessible logo of 1960, which survived intact through every design trend and corporate change over the past 40 years, has been ‘refreshed’ with some 3D spin and a wizzy curve, its only meaningful connotation being reference to the previous classic.

Come on UPS. In a world of increasingly surface, technology-driven visual communication, some things are worth hanging on to.

Paul Linnell

BA graphic design course leader

De Montfort University

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