UPS Logo
The UPS logo uses 2 primary colors. Its dominant color is Old Brown Crayon (#330000, closest Pantone 4102 C). UPS operates in the Shipping & Logistics industry.
- Color family
- red
- Industry
- Shipping & Logistics
- Brand popularity
- Top 1% of indexed brands
- Website
- ups.com
Design analysis
The UPS mark is a heraldic shield containing the company's initials in a bold, geometric sans-serif typeface. The shield outline and background are rendered in a very dark brown (#330000), while the letters and a thin interior keyline appear in a saturated gold-yellow (#FFBE00). The composition is symmetrical and vertically centered, with the three letters spaced to fill the shield's width. This is a classic emblem logo — text inside a container — rather than a wordmark or abstract symbol.
At small sizes the mark holds up well because the shield silhouette is instantly readable as a single shape, and the high contrast between the near-black brown and bright gold maintains legibility even when the letterforms blur. In the logistics sector, where competitors like FedEx use a wordmark with a hidden arrow and DHL relies on a red-on-yellow slab-serif, the UPS shield stands apart by leaning into heritage and authority. The emblem format also allows it to function as a favicon, app icon, or vehicle decal without rearrangement — a practical advantage for a brand that appears on everything from aircraft tails to handheld scanners.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The dark brown (#330000) is proprietary to UPS — so much so that the company trademarked the color and built advertising campaigns around "What can Brown do for you?" — signaling reliability, earthiness, and a no-nonsense work ethic that differentiates it from the high-energy reds and blues of express competitors. The gold accent (#FFBE00) provides the necessary contrast for visibility on vehicles and uniforms while suggesting premium service without the flashiness of brighter yellows; together the palette reads as industrial, trustworthy, and distinctly ownable in a category crowded with primary colors.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the UPS logo, regardless of color or industry.
Brand web palette
Colors UPS uses across its website — the broader brand system around the logo.
About UPS
United Parcel Service (UPS) is a global package delivery and logistics company founded in 1907 in Seattle, Washington. Initially a small messenger service, UPS rapidly evolved, becoming known for its reliable delivery services. In 1975, it expanded into air freight services, and in 1999, it went public. UPS is headquartered in Atlanta, Georgia, and operates in over 220 countries and territories worldwide. It offers a variety of services, primarily package delivery and logistics services, including ground shipping, air freight, freight forwarding, supply chain solutions, and e-commerce services. Noteworthy subsidiaries include UPS Airlines, which handles air shipping, and UPS Freight, focusing on less-than-truckload (LTL) services. UPS's market position is robust; it is among the world's largest logistics companies, with revenues exceeding $97 billion in 2022. It consistently ranks high in the industry, competing primarily with FedEx and DHL. UPS's innovative strategies, such as deploying advanced tracking technology, have bolstered its competitive edge. Recently, UPS has embraced sustainability and technology in its operations. The 2022 launch of its electric vehicle initiative aims to reduce greenhouse gas emissions, reflecting a broader trend toward eco-friendly logistics. Additionally, the company has invested in automation and data analytics to enhance delivery efficiency. As of October 2023, UPS continues to progress as an industry leader. The recent negotiations led to a historic labor agreement securing better wages and working conditions for its employees, highlighting its commitment to workforce welfare amidst evolving market demands. These strategies position UPS favorably for future growth, as e-commerce continues to rise globally
Questions about the UPS logo
Why does UPS use a shield shape for its logo?
The shield conveys protection, security, and reliability — core promises for a package delivery company. It also references heraldic tradition, suggesting longevity and institutional trust, which aligns with UPS's founding in 1907.
Has the UPS logo changed much over time?
The shield-and-initials emblem has been the core mark since 1961, with only subtle refinements to letter spacing, shield proportions, and color specification. The most visible update came in 2014 when gradient and 3D effects were removed for a flat, digital-friendly version.
What color is the UPS logo?
The dominant color of the UPS logo is Old Brown Crayon (hex #330000). The closest Pantone match is 4102 C.
How many colors does the UPS logo have?
The UPS logo uses 2 primary colors: #330000, #FFBE00.
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The UPS logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.