United Parcel Service developed its first shield in the 1920s, using the bold image of an eagle carrying a package labeled "Safe, Swift, Sure." This was simplified in 1937 to a shield outline containing the company initials, with a new message to appeal to the retail trade. In 1961, the current logo was born, the work of Paul Rand. He abbreviated the shield, added a rectangular package, and clarified the lettering. The key to good design, he explained, was "taking the essence of something that is already there and enhancing its meaning by putting it into a form everyone can identify with.
Thoughts on Design:
Excerpt from a talk between John Maeda and Paul
Rand
On November 14, 1996, shortly before Paul Rand died, the MIT Media Lab was
honored with his presence and his wife Marion Rand. Paul Rand gave an inspiring
and entertaining lecture to an overflowing crowd at the Bartos Theatre.
Q: “What is design?”
PR: “Design is the method of putting form and content together. Design, just as art, has multiple definitions, there is no single definition. Design can be art. Design can be esthetics. Design is so simple, that’s why it
is so complicated.”
Q: “What is the difference between ‘good' design & ‘bad' design?”
PR: “A bad design is irrelevant. It is superficial, pretentious, ...basically
like all the stuff you see out there today.”
Q: “Most of your designs have lasted for several decades, what would you say is your secret?”
PR: “Keeping it simple. Being honest, I mean, completely objective about your
work. Working very hard at it.
Choose one quote of his and explain it in your own words?
Explain in one word the following quote:
"The key to good design, he explained, was "taking the essence of something that is already there and enhancing its meaning by putting it into a form everyone can identify with."
Would Paul Rand like the new and updated UPS Logo, why or why not?
The new UPS Logo was designed by New York-based FutureBrand.