UPS' slogan "What can brown do for you" is no more.

Share story

UPS’ slogan “What can brown do for you” is no more.

The world’s largest package delivery service is retiring its slogan in favor of a new theme, “We (heart) Logistics.”

The new campaign, conceived by Ogilvy & Mather Worldwide, will focus on all the points along the delivery process in which UPS can help. The company’s logistics unit helps with everything from determining how a customer’s supplies move to overseeing technology for filling orders. UPS also oversees manufacturing plants for some companies and handles returns for others. Logistics services are becoming increasingly important – and lucrative – as companies try to grow internationally.

The first ads will run in the U.S., China and the U.K. on Monday.