Graphic Language

Companies change logos to make a statement, but much like "sending a message" in diplomacy, it's not always clear whether the intended audience gets the point... But debate about the merits of such logo changes rages at industry publication Adweek's AdFreak blog.

This change by (sing: fall into the) Gap clothing stores (was cancelled October 12th as the company reverted to the previous design, but) prompted the magazine to dig into the archives for other examples of controversial changes in corporate imaging.

One major change I know about was the rebranding of UPS in 2003.

In 1961 the company commissioned renowned brand designer Paul Rand to create a streamlined United Parcel Service logo which featured a bow-tied package above the previously familiar shield shape to express the mission of the company... Package delivery, within a limited number of metropolitan areas, was its sole service.

Within the company there's a story that executives debated whether to adopt the design, because the company didn't accept packages tied with string. But when a young grandchild of the company's president saw a proof and exclaimed "Presents!" the deal was done.

Going to calling itself only "UPS" reflected diversification into multi-modal transport beyond packages carried on the original brown vans: including pallet and truckload freight services via ground and air, as well as ocean and rail; operating one of the world's largest airlines; business mail services; expanded delivery to every postal address in the lower 48 (except p.o. boxes); warehousing and supply chain services; and franchising over 3,000 locations of "The UPS Store."

In March 2003 the grandchild of corporate mythology was by then middle aged and played no part in the naming & design change.