I really think UPS misses the boat with their slogans and advertising. Before I came to work here I needed something shipped overnite to Hawaii, I went to the competition because "It absolutely had to be there overnight" actually they didn't get it there until the 2nd day. (Overnight would have meant the delivery on Christmas, they didn't say it would have cost me more or anything, just basically they would try but it might be the next day.)
I was sorta vaguely aware UPS shipped overnight but it wasn't conscious.
Even their trailers have the logo on the back, in reflective colors ours are just painted gray. This helps keeps your name out in front of people. (Literally if your following one of our feeders.)