Company logo change

Published: 2019-11-04 07:30:00
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At the center of every business success lies the unique branding of the firm. Every business would want to be the first choice of every customer in the market (Banerjee 2008). The company logo is part of the brand that would either attract customers to or scare them away from a product. It is from the good branding that every famous company depends on for their enormous profits (Walsh et al. 2010). United Parcel Service (UPS) has dominated the parcel delivery company for quite some good time since 1907 (James 2013). The company started like any other small business but over time it has come to be one of the biggest companies in the world.

The company has had a series of distinctive logos that has contributed to its huge success in the market. The very first logo had an Eagle and a Shield with the Eagle featuring while carrying a box across a brown shield. The second logo had only the brown shield with letters UPS printed on it. The change was made as the company started to grow larger (Walsh et al., 2010). It also changed its slogan to Delivery System for Store of Quality giving consumers hope for safety and quality service from the company. The third logo had the former shield with a package placed on it (Banerjee 2008). It sent a message to the prospective customers of its primary role of parcel delivery. The fourth and the latest logo was introduced in the year 2003. It is a pure brown shield with UPS printed on it giving it a brown look. The dark brown color on the logo has managed to compete favorably with other companies that use bright colors for their logos (James 2013). The shield has now captured the attention of the whole world making the company withstand competitors.

The UPS logo change has had great positive impacts on the life of the enterprise. The variation of the logo was made to reach the demand of the customers that depend on the company for delivery of various kinds of parcels. As the company grew bigger and started diversifying its services, it required a different branding that would capture all its services (Walsh et al. 2010). The UPS Company began as a parcel delivery company within the continent but later had to expand its borders. Shipping had to be involved hence the Eagle and the package alone could not give a clear outlook of its operation. The dark brown color on the logo appears unique since most companies have moved to bright colors (Banerjee 2008). The new brand gives the client an idea of the kind of product and service they are to expect from the enterprise. At shipping point, the customers feel secure since their goods placed on the ship with the brown UPS logo. It is the trust that they get out of the big name plus the reliability of the company that that further adds to customer satisfaction (James 2013). In marketing, it is the confidence that every business strives to win from the potential buyers.

It is from the front office of every company that most of the crucial information about a company is found. Every change made by the company concerning its services has to be updated in the front office. UPS change of logo came with expansion into new services including information service, supply chain customization, and financial product service (Walsh et al. 2010). The new slogan What Can Brown Do for You gives a clear indication that the company offers more than small parcel delivery as it was in the past (Banerjee 2008). It is evident from the video that the firm is taking a new form of marketing strategy including the change of its logo and service diversification.

Small business decision makers consider the nature of the market before they can make any change in their branding. At the starting period, UPS became famous with its unique Eagle logo but had to improve on it to capture shifts in the market production (Walsh et al. 2010). The changes or improvement made on branding should help in keeping loyal customers familiar with the product and services of the company (James 2013). It is a role of the small business decision makers to guide the young business on appropriate changes or adjustment on the companys image.

Senior-level decision makers have the greatest challenge in making the decision for a growing business as for the UPS Company that had been on a trend of the logo change (Walsh et al. 2010). Changing the logo could either lead the firm to a huge loss or a great achievement depending on the customer reaction (Banerjee 2008). The decision makers have to monitor the current trend in the market for the company before they can make any decision (James 2013). The brown color became cool for the company since it was a change that captured the attention of the whole world making new customers test the new services offered.

The end-consumer of the UPS service would be attracted to the company services depending on the information that they get (James 2013). It is the end-consumer that is the main target of every firm thus UPS has to keep them in mind when making a decision (Banerjee 2008). Change of the logo helps in modifying the perception of the consumer hence research is needed before any change could be done.

In summary, a company logo has a lot to do with the companys success. Making a choice on a logo to take at the start of a business is a great challenge for any growing firm (Banerjee 2008). Changing an already made logo is another problem that big businesses face when they want to make an improvement on their product and services (Walsh et al. 2010). UPS succeeded in changing its logo to a more conventional one, the Brown Shield.


Banerjee, S. (2008). Logo Change: Little Image Touch up or Serious Overhaul! Imperatives and Scanning Parameters. Journal of Marketing & Communication, 4(1).

James, M. L. (2013). Sustainability and integrated reporting: Opportunities and strategies for small and midsize companies. The Entrepreneurial Executive, 18, 17.

Walsh, M. F., Page Winterich, K., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.


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