UPS Rebrands in Time for War

Feel a touch bad posting this in times of war, but I'm still a graphic designer sometimes... UPS has just rebranded. They've been using a Paul Rand logo forever now. Always thought Rand was overrated as a designer, although as a thinker he's far better. The UPS logo was one of his better works though. Still if looking for a designer to represent his era I'd take Saul Bass or Erik Nitsche in a flash.

Guess it comes as no surprise then that I sort of like the new logo. A bit sad to see the whole wrapped gift aspect of the logo go, it was a nice touch, but times change. Ex to the next. Wish they had got rid of the shit brown though, was that Rand's choice back in the day?

[via v-2 ]