Briefing:
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.
Today was asked to use the new brand design as the starting point to align the four different magazines to one another (aimed at different target groups).
Solution:
De Post appointed Interbrand to handle the basic brand design. The revamp of the logo is in line with the developments the company has undergone 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 form that fits in better with the new corporate culture. Today came up with a basic design for the four magazines and supervised the development of the trial issues. Today also recommended changing the names of the magazines to use the new brand and positioning to generate greater consistency between the four titles.
