upsBrand Identity, 2025
Figma, Illustrator, InDesign, Photoshop
United Parcel Service started as a small messenger service in Seattle, built on the simple promise of reliability and trust. Today, UPS is one of the world’s largest delivery networks. This project focused on rebranding UPS with a modern appeal while maintaining brand recognition.
(initial sketches)
The main challenge was honoring more than a century of UPS’s legacy while positioning the company for the future. I started out by researching the brand’s history, brand equity, and competitors to gain a better understanding of the industry.
(delivery hat)
(merch)
Through research, I came up with three brand attributes to guide the redesign: Energetic, Boundless, and Futuristic. Energetic reinforces UPS as a company driven by speed and efficiency; Boundless highlights its global reach and ability to deliver anywhere; and Futuristic reflects the brand’s forward momentum toward AI-driven logistics, self-driving vehicles, and sustainable solutions.
The updated visual identity keeps the iconic gold and brown UPS shield while refining the typography and arch for a more modern look. The color palette was expanded with an accent color, Energetic Teal, and an “Infinite Motion Loop” graphic was introduced to symbolize speed, movement, and UPS’s global customer reach.
This project taught me the importance of research-driven design. It highlighted how meaningful brand identity evolution depends on respecting historically significant elements while thoughtfully positioning them for the future.