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Evolving the UPS brand

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Description
AUTHOR(S):

Larry Bloomenkranz, Vice President of Global Brand Management and Advertising, UPS

 

No company takes changing its corporate logo lightly, even when it is evident that the time has come for a change. And when that logo is designed by the likes of Paul Rand, the decision is even harder to make. But UPS was hardly the same company it was i

 

PUBLISHED: 2004

 

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