Year: 2003
Problem: Impatience. The original logo was designed by Paul Rand, one of the greats, and there was nothing wrong with it. So the design world bristled at this logo change, more because the alteration of such a classic was completely unnecessary, not so much because the new version was particularly off-brand or poorly executed. A little over-modernized, but not bad.
Complex says: In 20 years, UPS will go to back to its Rand version of the logo and call it a throwback. Everyone will call it a welcome change.