The new name and new logo for De Post are the final pieces in a process that has taken years to bring fundamental changes to the organisation: services have been improved and work processes made more efficient. By introducing a new logo and new name, the aim of De Post is to demonstrate that it is ready for deregulation. De Post also needed to be put on the map internationally in order to strengthen its position in the important B2B market. The brand design had to start from the existing established brand equity and had to depict the ‘new’ De Post as a highly dependable local partner.
De Post appointed Interbrand to develop the basic brand design. The revamp of the logo is in line with the other developments the company has gone through in recent years. The use of red and the reference to the postman’s horn have been retained, but have been given a more modern and more dynamic design. As the local partner, Today was given responsibility for all brand applications on physical carriers, print materials and digital applications. The new logo will be rolled out gradually to more than 1000 buildings, 6000 vehicles, letterboxes, uniforms, advertising material, information printwork, etc. Today was also responsible for preparing the brand book for all of the communication partners of bpost, including establishing an image bank specific to bpost (featuring original photographic images). For this assignment, Today was able to count on the logistical support of NykampNyboer (www.nykampnyboer.com).