This post is one in a series on prominent company nicknames. See all 25, and share your thoughts and memories about Big Brown below in the comments.

The simplicity of a brand name or symbol confers status on a company. Decades ago, the symbol might literally have been a stock symbol: the oldest companies got one letter ticker symbols from the New York Stock Exchange. United Parcel Service (NYSE: UPS) now gets that status by taking an entire color: brown. (Granted, it's not a primary color like IBM's Big Blue, but it still shows the company's clout.)

The company first started using its trademark brown trucks in the 1920s when it delivered appliances and other goods for department stores, says Mike Brewster, author of Driving Change: The UPS Approach to Business. Pullman brown was a good choice because "their department store clients wanted the company to be more under-stated, because the stores didn't want the fact that they no longer had their own trucks highlighted." That, and the dark trucks were easier to keep looking clean.

Brown is much more than a truck color now. It's the uniform. It's the logo. It's what the company calls itself in commercials. UPS employees bragging about their loyalty will say they "bleed brown." This year the company sponsored a horse named Big Brown, which won two-thirds of the Triple Crown.

But, hard as it is to believe now, UPS almost gave up its trademark color. "The company almost changed the color in the '90s during one of several re-brandings, but decided to stick with brown, much to the disappointment of many in the company," says Brewster. "But the 'What can Brown do for You?' campaign has given the color new life at the company."

Company nicknames: UPS: Big Brown, much more than a truck color originally appeared on BloggingStocks on Mon, 11 Aug 2008 15:50:00 EST. Please see our terms for use of feeds.