To create an updated logo, the company called in the help of high-class Japanese designer Kenya Hara, who took four years (!) to comprehend and convey the inner spirit of Xiaomi in the new logo.

Here are a few ways in which your logo design can transcend the fundamentals. This first component may not be so much about ...

Color is one of the most powerful tools in branding, but most businesses overlook how context alters its impact. New research shows that logo colors don’t communicate in isolation: background ...

Color can become a key part of any brand. Whether your logo is red and intense, yellow and joyful or black and mysterious, its colors are announcing something to the customer.

The second logo ran from October 30, 1997 to May 30, 1999. It used the current color ordering that has remained ever since: a blue G, a red O, a yellow O, a blue G, a green L, and a red E.

The new logo will be places on more than 88,000 vehicles, 257 large aircraft, 1,700 facilities worldwide and more than 70,000 drop-off and retail outlets, UPS said.

Trustee Karen Koncel agreed with Lautner. “I associate vibrancy with more primary colors, rather than muted colors like this,” she said. But their colleague Jamie Zaura was happy with the concept.