Well, there is this certain connection between the color brown and a particular "political" organisation in Germany in the 30's and early 40's. "What can brown do for you?" just always sounded a little intimidating to me, really. I tried to find some mental translation to the feeling, but I can not come up with anything good. Maybe something like "cleans like agent orange" kind of feeling. So I felt a little odd about the direction of UPS branding recently, until a new commercial hit me, sporting their new, fresh Logo. Sorry guys, Brown did not "do it for me" and now this blonde face looking at me, speeding on an Autobahn? Featuring the really famous "Seitenscheitel"? This is a bit scary, my friends. I compared some images via google and the famous "Seitenscheitel" went the other way and was black, of course... but I can not help it but see a face in this new logo and there is even a moustache, look at the p... Is there anybody left here who reads history books and risks a peek at some old photographs, by any chance?

Look at that! More Autobahn images and everywhere the face with the moustache and the Seitenscheitel.
Gone is Paul Rand's cute package... replaced by a "synchronized" Schildgesicht...
hmm...
(Let us just hope there are no rebranding plans for Chase Just imagine they merged with HSBC and somebody decided to "unify" the visual language...