The Beckett Blog


Upper Deck Trots Out New Logo by Pepper Hastings
January 4, 2008, 4:11 pm
Filed under: Upper Deck

new-upper-deck-logo.jpgJust got an email from Terry Melia at Upper Deck. Seems that UD has changed its logo as of today. Here’s the new one (top).

UD says the new branding will help it stand out at retail and differentiate itself from competitors, as well as unifying the all of its business groups under one mark.

old-upper-deck-logo.jpg I have posted the original logo used since 1989 the early 1990s at the bottom.

Which one do you like better? Why?

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38 Comments so far
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It should have been “The new logo is not available, please allow 20-50 weeks for new logo.” You know EVERYONE was thinking the same thing as me!

Comment by todd wachowiak

Their new logo should just be a picture of a redemption card, enough said…..

Comment by todd wachowiak

It’s always interesting when a company decides to change a logo its had for almost 20 years, because it wants to “stand out” and “differentiate” its brand. The Upper Deck logo it already easily identifiable, and seeing the logo instantly makes me think the product it is branded on will be quality. I like that the overall shape of the logo relatively stayed the same; at the same time it would have been nice to not lose the orange/green combo, so at a quick glance it will still look like an Upper Deck logo.

Comment by Mike Gerow

only 20-50 weeks? How do I sign up for express service like that? Now that they have the new logo completed, maybe they’ll start working on the redemptions.

Comment by Matt Matunas

I think they should leave the old color scheme and the new design. The old logo was a bit “old-fashioned” so I like the modern styling, but the colors are subpar.

Comment by Andrew Harner

I’m sure this is just a stunt to get a bunch of kids to buy upper deck series one and hope to complete the entire 7,500 mirror card set of all those Yankees. And by the way, they changed their logo in 1992. Just order one of the kijillion extra packs they produced then for 25 cents.
I LIKE TOPPS BETTER.

Comment by platypus

Sorry it was 91 when they changed the logo for the first time. Dose anyone know why Jose reyes is on the cover of topps finest this year? Did topps sign him? I shore hope they did. I’m a big mets fan. GO TOPPS!!!!!!

Comment by platypus

Has enyone noticed even though some important guy from ud came out and said he hates redemptions in beckett baseball ud still made them in olmost every product since then?

Comment by platypus

I love the new logo … everything needs refreshing as time does move on despite some thinking here with regards to Topps. In reference to the previous posts, UD I feel has done a great job in improving the redemption process in all area’s .. whereas Topps still does not offer us, the consumer, a choice and sends out many a redemption without a Top Loader or sleeve .. just in a plain manilla envelope! How is that for “old School!”

Comment by Wayne Wright

wow, check out the diversity in the Beckett banner up top!

Comment by Gabe Asher

great spend millions on a stupid logo, why not get better gu jersey cards and non sticker autos,

upperdeck is in a downward spiral, i give there company 3 years at most before it goes away for good,

gotta love topps and donruss way better then lowerdeck

Comment by joe i

I would of kept the old logo. The new logo doesn’t have the same connection with the baseball diamond in the background. The tilt of the lettering makes the top of the logo look like a Mexican Sombrero. It makes me think of a taco shop. It actually brings Los Panchos to mind.

Comment by Johnny C

The logos are so similar it is just like when UPS changes their logos every 20 years or so. Bottom line is there is no marketing like a quality product, and Upper Deck should now concentrate on improving their good products and weeding out the bad.

Comment by dawleyedwards

Upper Deck makes two of my favorites products, so i have to say i like the change. That logo will look awesome on a 2008 SP Authentic Chrome product. Maybe a Xfractor quad auto of Michael Jordan, Kobe Bryant, Labron James, and Kevin Durant. Maybe UD can come up with a multi sport product like donruss elite that has dual autos of Michael Jordan and Cal Ripken Jr., or Kevin Durant and Dice-k, or even Triple autos of the 3 best rookies for each sport like, Dice-k, Peterson, and Durant. So much good stuff. That why I love the hobby!!!

Comment by Abel "Singleabe"

Other than the color change, the logos seem remarkably similar.

Comment by scott

Looks like some 22 yr old found there way into UD graphics dept and talking their way to a fat payhike with a logo that does not look that much different since I am color blind . Some people have no respect for tradition . Why would you change your family crest after 20 yrs.

Comment by Michael H

The style of the new logo is O.K., but they need to go back to green in the back ground. Green, Orange and Yellow are just the colors that the Upper Deck logo should have. I do still like the old logo style better, but I grew up with that logo. It seems to be more bold to me. It is a part of this hobby forever. They do have some work to do with their customer satifsfaction standards, though.

Comment by Kristofer Benham

I think they should of stuck with the old one! The new one is really corny it looks like it is something for a cartoon like looney tunes!

Comment by staalfreak

It makes sense to move away from the baseball diamond, since the product line now includes all different sports and etertainment entities. We even have superheroes now.

I think it connects with the old logo very nicely, it is still identifiable for sure.

Comment by fullbodytransplant

is this really a story that deserves commenting on? its just a logo. will you buy their product any more or less than before?

Comment by J.R. Lebert

I like the new logo. I see they recently filed the trademark application for the new logo as well: http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=77315825

Comment by trademark registration

TO UPPER DECK: If your reading this, keep reading. A new logo isn’t going to gain you any ground. It won’t make people buy more of your products. Some things that would: STOP MAKING SO MANY REDEMPTIONS. ITS A DRAG TO SPEND A BUNCH OF MONEY ON A BOX OF SPORTS CARDS AND THE HAVE TO WAIT ANOTHER 14-16 WEEKS TO ACTUALLY BE ABLE TO LOOK AT THE CARDS. JUST HAVE THE PLAYERS SIGN A LOT OF EXTRA STICKERS(SINCE YOU WON’T ACTUALLY HAVE THEM SIGN THE CARD)AND USE THEM WHEN YOU DON’T HAVE ANOUGH TIME TO HAVE THEM SIGN BEFORE THE PRODUCT COMES OUT. AND IF FOR SOME REASON THERE IS A PROBLEM WITH DOING THAT, HAVE THE GENUIS THAT CAME UP WITH THAT NEW LOGO WORK ON IT.

Comment by platyps

if changinf the logo will improve customer service, I’m for it!!

Comment by glenn

the 20-50 weeks is funny……..and what competitors???…..lol

Comment by marlorden

Your redemeption is filed please be patient the athlete is committed to signing. Opps sorry… The logo looks very similar and is a poor change from the old. They should redesign or leave it be.. What a waste of resources… Hire a few more people to handle redemptions and quality control of your product and put out the best cards in the market and you will never have to worry about sales. The consumers have spoken time and again, redemptions suck, stickers suck, and poor quaility sucks! Concentrate on customer service and leave the rebranding alone!

Comment by tdog677

Platyps … question for you? Why the multiple posts on a beckett question about the new UD Logo? You work for Topps and trying to get your 2 cents in or make this a bashing post?

Anyway, like the new logo. Not too different from the original, but had no problem with that either.

Comment by SteveSwedersen

“Q: Which one do you like better?”
A: The old one.
“Q: Why?”
A. Because it has identified a brand for almost 20 years.

A new logo isn’t going to bring new collectors into the fold. Some kid isn’t going to be thinking “Gosh! I should spend the extra $250 I just saved up on that pack of trading cards with the super spiffy looking logo on it!” The issues here: no kids have $250 in allowance laying around to drop on watered down product with sticker ‘autographs’ of 3rd stringers. I am sure much time and money was spent on legalities, development, meetings, art design and focus group testing. Save yourselves some of that next time and track down some of these shippers like FedEx or UPS or even the USPS and have them deliver some trading cards to the athletes you like to feature in your products. That way they could sign the cards themselves instead of stickers that we all end up waiting years to receive back as redemptions. Why is it that, when companies are being told by the people that put money in their pockets what they need to fix, they’ll do everything else but just fix the stinking problem(s)???

Comment by Brian N.

I LOVE the new logo, a lot more than the old. Just look at the old, it looks like a product of strictly baseball. With the new elongated field more drawn in overlapping the diamond field, I think it strikes the eye as a much more multi-sport product, and of course the colors stick out more. I really like the new geometric logo.

Comment by Tyler E.

it makes no difference to me or I think to the world. The old logo seems good enough. Still, a company continually reinvents itself, so this should be no surprise or real concern. The new logo does offer possibilities for a fresh new look if they present it that way.

Comment by tntalk

Wow! Makes me want to run out and buy Upper Deck!

Really though. It was a waste of time, waste of money and waste of a darn good logo.

The only UD logo’s that I give a crap about are of the game-used variety.

Comment by MutePoint

I think a lot of people are missing on the actual reason Upper Deck changed it’s logo. It’s all about marketing. Large companies don’t hire marketing dummies. Upper Deck has received a backlash stemming from their poor service, and they are starting to feel the crunch. By changing it’s logo, they attempt to change their identity in a way. In reality they are differentiating themselves…from themselves. Many times a new logo can give the image of a fresh direction in a company, which often inspires an increase in buyer confidence.

With that said. I do not like Upper Deck for a few reasons. I have been royally screwed on a few big redemptions. I mean ROYALLY. I lost many a dollar because of Upper Deck. Their customer service reps place the blame elsewere, and I get the runaround. It will take a lot to inspire this buyer’s confidence.

Comment by Marketing Strategy

I just posted the company Christmas card featuring the new logo on my blog. I didn’t even realize it was changed until I found this post! It looks really sweet in real life.

Comment by fullbodytransplant

DOES THIS MAKE MY UPPER DECK CAP A COLLECTORS ITEM?

Comment by Matt

The new icon looks like they are attempting to reach out towards children. Its Ironic really considering they have the most expensive products in the business. I like the old one better.

Comment by aaron

You are acting like this logo change is something new, when much like UD’s redemptions, this change has been in the works for a decade!

Seriously people, UD is the worst company in the industry and they make hundreds of millions of dollars from each of you that buy their latest products. Do you think they are going to change when they make that kind of money? They only way to effect change in UD is to stop buying their latest products for one year, then you will see some real change!

Comment by kdog09

It sounds like you are trying to change them on a message board.

Good luck with that.

Comment by fullbodytransplant

fullbodytransplant, your comment is not really worthy of a response, but I will say this; if by “them” you mean UD, then you are dead wrong. If I can influence even one person to stop wasting their hard earned money on UD’s inferior products, then I have done a very good deed.

By the way, start with a brain transplant and see if it takes before wasting time and money on your full body transplant.

Comment by kdog09

Anybody remember the old WCW logo? Well it reminds me of that, Topps is miles better than UD anyway.

Comment by J-Bob




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