UPS new logo

Paul Rand’s UPS logo lasted 4 decades before they finally cut off those strings and hit the refresh button (they had, it’s true, stopped accepting parcels wrapped with string several years previously). Having lasted 40 years with such a simple graphic (and seemingly starved of anything exuberant) they opted for many current trends – let’s have a fin de siècle typeface, let’s make it lower case, and don’t forget those Photoshop light effects.

from: http://www.johnsonbanks.co.uk/thoughtfortheweek/index.php?thoughtid=310