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UPS last week unveiled a new, sleeker emblem by FutureBrand in New York, replacing the 1960 design of a string-wrapped parcel sitting atop the carrier’s shield. The new logo more closely resembles a metal shield, with gold lettering and outline. An estimated $20 million effort touting the change includes a TV and print campaign by IPG’s The Martin Agency in Richmond, Va. The work features the phrase, “Synchronizing the world of commerce.”
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