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UPS has updated its logo after 40 years to reflect the company’s current capabilities. One reason for dropping the ‘bow-tied parcel’ from the identity was that UPS no longer processes packages bound with string. What other classic marques need updating in line with the contemporary realities their brands represent and why?

‘If a brand is supposed to be a promise to deliver on then here are a few who are telling tales: [mobile communications retailer] The Carphone Warehouse, [all-encompassing weekly listings magazine] the Radio Times, [insurer] Direct Line, Wimbledon Football Club and the United Nations.’

Colin Gifford, Creative director, Blast

‘The Ford Motor Company. Actually, Paul Rand, UPS’s original identity creator, suggested a marque change for Ford in the 1960s, but it got rejected. Now I think it really does need a makeover. The marque doesn’t represent a brand striving to deliver contemporary design and affordable technology. It looked great on a model T, but unfortunately it’s the most unstylish design aspect of the 21st century vehicles. I’d let them keep blue though.’

Derek Johnston, Creative director, Landor Associates

‘Obviously we need to lose the red line from the Henry Beck London Underground map. And if we’re not going to worry about things like democracy then we might as well update the chambers at the Houses of Parliament to, say, a Starbucks for the green one and Wagamama for the red one. I also think that the Union Jack needs modernising, less crosses and more stars maybe.’

Lee Coomber, Creative director, Wolff Olins

‘It would be very easy to take a dozen classic marques and “modernise” them, but I believe this is unnecessary. Branding needs substance to have longevity – that’s why classic marques remain classic and slow evolution has always produced better results. But if you were twisting my arm, I’d also love to have a go at the Ford logo – it’s been virtually untouched since 1928, and I believe no longer fully represents the Ford brand experience.’

Ian Thompson, Creative director, Thompson Design

‘I guess the marketers who have been doing the most head scratching are those in utility companies. Receiving an electricity bill with the British gas logo and flame symbol seems at best to be rather eccentric.’

Ben Casey, Creative director, The Chase

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