With the recent rebranding campaigns taking place, most notably DC Comics new logo this past month, an article at graphicPUSH offers insightful commentary on a number of rebranding efforts. Over the years, logos become so prominent in the consumer's mind that changing or updating a logo just isn't as simple as it sounds. Any change in the logo signifies a shift in the company's purpose or attitude. With that in mind, the current UPS logo sans package perfectly conveys to the consumer, "we aren't just about shipping packages anymore, we are about logistics, supply chain solutions and more!" Their use of the cliche gradients successfully pays homage to the original logo by Paul Rand while pulling the shield concept into modern times. Sadly, the same can't be said for DC Comic's use of the swoosh and gradients.

While the design community is in an uproar over updated logos, they should appreciate the fact that the ones in charge are open to change. If all logos were able to stand the test of time, many designers would be out of work.