The UPS logo emulates everything professor Taylor said makes a good logo - it's simple, it's unique, and it identifies the company's purpose. The simple placement of the three letters in the badge shape is an image that is recognizable for the customer. They see the logo on the truck, and then they see it on the uniforms. An instant connection.
The package on top speaks to just what the company does: ships packages. It's incredible recognizable and there is NO question what the company is or what the company does. This logo presents an unmistakable brand. It just works.
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