What We Learned from 5 Iconic Shipping Logos

Have you ever taken the time to really look at how well-designed shipping logos are?

They’re clean, simple, and effective. They’re the essence of good design, all wrapped up in a neat little package.

Keep reading to learn some details about why these five shipping companies’ logos have stood the test of time.

UPS

A king among shipping logos, the UPS logo was born in 1916, originating as a golden shield with an eagle insignia. The shield symbolizes care and protection of clients’ valuable goods, and the eagle symbolizes speedy service.

Despite numerous logo redesigns throughout the years, the quintessential shield shape and identifying brown and gold color scheme has remained the same.

The takeaway here is brand recognition. By using the same basic shape and colors for over 100 years, UPS has turned a simple shield into a long-lasting symbol of quality.

ComFreight

ComFreight‘s logo is simultaneously reminiscent of a bursting star and an opening box. For a trucking company, this is particularly poignant. The customer is reminded that the truckers drive through the night to deliver goods speedily.

Their color choices are opposites on the color wheel, which shows the thought put into their logo design.

ComFreight’s logo encapsulates the company’s vision through good design while considering color choices. This is the quintessentially clever and effective logo.

FedEx

The legendary FedEx’s logo is simple: it’s just the name of the company, usually (but not always) printed in blue and orange, in a hybrid font specific to the company.

Is there more than meets the eye, though?

Take a closer look. FedEx’s logo actually hides a secret arrow in between the “E” and the “x.” Do you see it?

The arrow is symbolic for their business’ vision and purpose. By including a symbol of these in their logo, they’re showing that they care that vision and that purpose. That they identify with that vision and that purpose.

The takeaway for the famous FedEx logo is that a clever idea can go a long way. It’s also that identification with quality & vision creates a bond of trust with customers that isn’t easily broken.

Amazon

Remember when Amazon only sold books? Back then, logos weren’t as important, and brand identification didn’t rest so heavily on a company’s logo. Now, it’s a different story, but Amazon’s logo is stuck in the past.

Besides minor redesigns to their “Prime” logo, Amazon’s logo has used the same font and the same mustard yellow curved arrow as it always has. The arrow simultaneously represents a smile and a suggestion that the store carries everything from A to Z (the arrow begins at the A and ends at the Z).

It feels tired, especially compared to the aesthetically pleasing, minimalistic logos of its competitors.

The takeaway here is that it’s okay to change your logo with the times. Staying current will help brand identification, and bring your company into the twenty-first century.

USPS

The United States Postal Service adopted its signature eagle in 1970. Like the original UPS eagle, it represents speed of service. For USPS, it also represents the quintessential American culture.

In 1970, USPS updated their eagle to reflect modern design. This is the logo we still use today. It somehow still feels modern, even in 2017.

The color choices are red, blue, and white — patriotism at it’s finest.

The takeaway from the USPS logo is identification with a national customer base. Understanding and championing this nationalism has influenced their logo for decades, making it recognizable and appropriate.