UPS built an identity around an unglamorous color, its trademarked brown, leaning into it with the slogan about what brown can do.
The palette
The colors, one by one
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UPS Brown#644117
In a palette, this brown tone signals earthiness, reliability, and craft.
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Gold#FFB500
In a palette, this orange tone signals warmth, friendliness, and affordable fun.
Widely published brand identity colors, shown as an approximate reference for design and study. No logos or brand marks are reproduced.
Reference
Hex and RGB reference
| Color | Hex | RGB |
|---|---|---|
| UPS Brown | #644117 | 100, 65, 23 |
| Gold | #FFB500 | 255, 181, 0 |
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