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ATLANTA UPS today unveiled a new logo. Paul Rand’s 1960 design of a string-wrapped parcel sitting above the carrier’s shield is gone, replaced by a larger, sleeker emblem designed by FutureBrand in New York.
The estimated $20 million rebranding includes a television and print campaign created by The Martin Agency in Richmond, Va.
A 30-second TV spot from the Interpublic Group shop breaking today incorporates the new logo and phrase, “Synchronizing the world of commerce.”
In the initial commercial, a brown box travels the globe.
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