Brand Colors
UPS brand color palette
LogisticsFounded 1907Last verified 2026-02-11
Informational purposes only. Not affiliated with United Parcel Service of America, Inc.
Did you know?
UPS famously trademarked the phrase 'What can Brown do for you?'...
Brand story
UPS chose brown in 1916 because it was the color of the Pullman rail cars—at the time, the gold standard of luxury and reliability in transportation. It was a practical choice, as it hid dirt well on delivery vehicles, but it eventually became a symbol of a trusted, grounded, and hardworking organization.
Palette and usage
Browse color libraryUPS Brown
Iconic
#351C15
HEX #351C15 · rgb(53, 28, 21) · hsl(13, 43%, 15%)
Reliability, stability, tradition.
Contrast best: 15.81 (AAA)Recommended: White text
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