Reneegranillo usps book

Corporate Identity Guidelines

UNITED STATES POSTAL SERVICE

© Renee Granillo 2012

1 Introduction Mission Statement, Diagnosis. Products and Service Analysis

2 Research

Visual Audit . Social Media Analysis. Competition Case Studies

Commercial Analysis . Target Audience

3 Brand Development Mind Mapping . Symbol Development . Color Studies Type Development . Final Logo . Concept Statement. Alternates

4 Application Development Print Collateral . Package Design . Apparel Environmental Design . Advertisement Campaign Transportation . Social Media Development

5 Conclusion Final Solution

SECTION 1

Corporate Identity Guidelines

INTRODUCTION

To strengthen and expand the core values of the United States Postal Service by providing our global audience with exceptional customer service and unparalleled efficiency.

To reach out an unify our audience through various social media platforms and increase involvement in goodwill foundations beyond the realm of postal service culture.

1.01

Introduction \ USPS Corporate Identity Diagnosis and Values

The current state of the United States Postal Service is both unpredictable and tumultuous in a world where the customer base is dependant on the internet, constantly fueling the ubiquity of social media websites.

Therefore, the need for the USPS to adapt to a rapidly evolving digital market should be inexorable for future business ventures. This truth became the backbone for my brand development of the new USPS. Postal service spokesperson Judy de Torok said, “Our goal is to have mail remain relevant to the American public...for

‘Our goal is to have mail remain relevant to the American public....

For us the challenge is, how do we continue to reach customers in the electronic world?’

-Postal Service spokesperson Judy de Torok

us the challenge is, how do we continue to reach customers in the electronic

being discussed, and most importantly - more

world?” I asked myself the same question and

followers. The statistics ultimately proved that

began to research. My first research began on the

the USPS was still anchored at a forgotten harbor

internet. I started comparing the USPS’s Face-

while their competitors boldly (and successfully)

book page to their top competitors: FedEx and

navigated the proverbial waves of digital evolu-

UPS. Immediately, I noticed their competitors had

tion. Clearly, It is time for the United States Postal

remarkably higher posts, a wider range of topics

Service to change.

Renee Granillo 2012

The New Values

• Value flexibility over rigidity.

• Value the individual before the global market.

• Value approachability rather than dominance.

• Focus on the future with respect to the past.

New Products and Services • Installation of solar panels on various

• Me + USPS

offices and headquarters

A personalized, easy-to-use account

• Electric and hybrid vehicles in fleet

available on Facebook to aid

• Employment of fixed gear road

customer concerns and needs

cyclists in urban areas for “greener” transportation

• Higher visibility on various social media websites such as

• Increased involvement with

Facebook and Twitter • 24 hour customer service by phone,

Above all, the United States Postal Service is dedicated to providing exceptional customer service. Our goal is to cultivate an enjoyable environment from a physical and digital platform.

ArtHouse Co Op.

text message, or online chat

• Improved company and corporate

• Special online promo offers

accounts with magazines and other

• Improved tracking for packages • Personalized text messages and emails sent when package is sent, being shipped and delivered

non-profit organizations such as

print-based clients.

SECTION 2

Corporate Identity Guidelines

RESEARCH

The United States Postal Service was established in 1774. It has since grown into the largest and most trusted government agency imbued with a rich history rooted in American culture. In order to rethink such an immense company, only a fully immersive and extensive research plan would be necessary to precede any design process.

2.01

Research \ USPS Corporate Identity Visual Audit

I began my research by visiting my local USPS post office in Laguna Hills and Dana Point. I also read extensive reviews from Yelp.com giving me an insight into customer cares and concerns.

In interiors feel dead on the inside, not unlike the DMV. The floors are as cold as the customer’s attitudes for being there.

Much neglected self help kiosks.

Attitide of the employees reflect the customers.

If one is impatient or friendly - so is the other.

“Take a number” feels soul crushing.

Renee Granillo 2012

[ Written in italics are my observations ]

Vehicles in the back are lined up with utmost uniformity and calculation.

Feels militant, but reliable.

Outside signage looks very old fashioned and difficult to spot from a distance.

2.02

Research \ USPS Corporate Identity Social Media Analysis

Social Media Analysis Social Media Analysis USPS

Facebook Banners FedEx

UPS USPS

Facebook “likes”

“talking about”

49,767

276,244

357,832

1,328

~8000

5,179

FedEx Twitter tweets

61

997

5,714

“followers”

1,988

14,807

16,520

“following”

48

1,969

472

15 hours ago

3 days ago

10 hours ago

last post

UPS

Renee Granillo 2012

About Write Ups on Facebook

Analysis

“We are the largest, most efficient postal com-

USPS begins their statement with “we”. The

pany in the world. Our retail network is larger

only one to mention other competitors. Pos-

than McDonald’s, Starbucks and Wal-Mart

sibly unfriendly albeit impressive. Seems to be

combined. The cost of a stamp is 45 cents, while

a lack of human spirit. Focus on numbers. The

other major posts average 93 cents for theirs”

banner is sleek and shiny, suggesting efficiency or reliability but the logo ultimately stagnant and alone. There is little opportunity to relate.

“Everyone has different business needs. That’s

Statement begins with “everyone”. Shows an

why we offer a wide range of services and infor-

awareness for their audience’s different needs

mation right here on Facebook. Everything from

and offers solutions up with convenience and

Sports to Social Responsibility”

friendliness. The logo is applied to a jet in the sky invoking a sense of direction and movement. It feels reliable.

“Welcome to the official UPS Facebook page

Begins statement with “welcome”. The only

- the place to talk about logistics. See how the

one to begin theirs with a genuine greeting.

power of logistics can revolutionize the way you

The banner has a very positive message with

do business and the way you live.”

a clipping mask of different people. This is the only one with a human on their banner.

2.03

Research \ USPS Corporate Identity Commercials

1990 “We Deliver” Commercial

1980s Animation Commercial

2011 Al the Carrier I watched as many United States Postal Service commercials as I could beginning in the 1980’s. Needless to say, it had a completely different vibe and aesthetic as they do today. The commercials focused on eagle imagery and quirky human interactions. The slogan “we deliver was annoyingly repeated throughout the ad.

Al the Carrier is a current character representing the postal service. His friendly, laid back demeanor provides calmness juxtaposed to the hyper, and often bizarre customers he interacts with.

Renee Granillo 2012

2011 Security

On the verge of losing billions of dollars in revenue, the U.S. Postal Service this week is launching a new TV ad campaign designed to promote the security and reliability of snail mail. The first ad, “Hacked,” reminds viewers that snail mail is safer than virus-prone e-mail, while the second ad, “Face to Face,” promotes the value of hand-delivered mail.

- WashingtonPost.com

SECTION 3

Corporate Identity Guidelines

BRAND DEVELOPMENT

As with most designs, the path to the final product meanders through countless experiments and revisions, small successes and crushing failures.

The following pages show that process beginning with mind-mapping and sketching to selecting the perfect colors and typography.

3.01

Brand Development \ USPS Corporate Identity Mind Mapping

wire

unspoken

writing

transfer

send[er]

physical

talking

forms of

connection n

listening

ideas

middleman

Communication

recieve[r]

dialogue

exchange

narrative/story

script

trade

es

archetypes

money emotions

themes

assets

love hate

friendship loss

adversary

tragedy

man vs. man man vs. Nature

man vs. God

man vs. self

Renee Granillo 2012

actors, politicians, leaders, religious

inuential people

portraits

measurements

illustration

strange taste

e

stamps

paper pen/pencil/ heart

contents

mail man

Mail

handmade d

delivery deadline

white

not email

s

love

brown paper

jobs

top hat

old fashion

xmas

generation parents age gap

e ancestor

string

A

DNA

lineage

mustache

classic

tradition

letters

package parcel

transit

trucks

uniforms

labels

philatelists

tangible

hospitals

envelopes

art

collection

restrictions

s

timeless

black & white

3.02

Brand Development \ USPS Corporate Identity Logo Development: Sketch

Renee Granillo 2012

(

(

Bono writes letters.

You don’t know what will work until you know what doesn’t work Here is a snapshot of several pages of sketches I did before deciding to pursue the feather logo.

A teacher once told me “you don’t know what will work until you know what doesn’t work”. I tried drawing as fast as I could without any regard to

USPS: also an internet browser

subject or concept to get out the mental trash so I could get to that logo as fast as possible.

Early concepts focused on the letter itself, the geometric shape of the mail box, or a rethinking of the eagle. Initially, I wanted to pursue a Swiss style mailbox, but the idea went no further than

USPS

Screw it - we’re moving to Europe

vacuous symbol.

3.03

Brand Development \ USPS Corporate Identity Symbol Refinement: Curve Study

The original drawing was very simple and in fact inspired by Brancuzzi’s sculpture Bird in Flight. I tried to keep this in mind throughout the process.

Renee Granillo 2012

I originally fought the feather idea think-

to form an eagle head in the negative space.

sans serif with a delicate script font to in-

ing it looked to old fashioned for my pur-

This proved too challenging, and too close to

dicate a hand drawn quality. Once again, I

pose, As you can see in the development

the original logo. I needed to simplify as much

found myself needing to simplify. A modi-

sketches, I still draw the eagle or the

as possible. The typography was my favorite

fied sans serif would be the solution.

mailbox. Finally, I started working on the

part to develop. I traced countless print outs

feather idea. At first I had the logo hori-

of different typefaces. I tried combining a bold

zontal acting a base for the typography.

Later I turned it on its side and attempted

3.04

Brand Development \ USPS Corporate Identity Early Digitization

Early digitization of original sketches.

Analyzing the success or failure for each logo allowed a natural progression into the next refinement. Since the logo itself is simple, the details and angles were refined with precision.

US PS

USPS

US PS

Renee Granillo 2012

A study on generating the perfect curve.

new #1

added angle

new #2 e rv cu e is th sam is

slightly shorter

as this curve bulkier

less negative space

more negative space

more negative space thicker

3.05

Brand Development \ USPS Corporate Identity Digital Refinement

1in.

1in.

same angle sharper

4

1

1in.

more negative space thicker

square-ish

SHAPE

2

1in.

(+1 a.p.)

square-ish (+1 a.p)

3

square/heavier

Renee Granillo 2012

3.06

Brand Development \ USPS Corporate Identity Color Studies

USPS

USPS

USPS

Renee Granillo 2012

Choosing the Color

Primary

My original thought was to avoid the obvious red and blue. I wanted something unusual and unexpected. I played with bright colors wanting to catch the audience’s eye and desatu-

Pantone

192M

533 M

CMYK

c.0 m.92 y.67 k.0

c.93 m.75 y.36 k.22

RGB

r.237 g.24 b.71

r.37 g. 68 b.103

HEX

#ED1847

#254467

Pantone

402M

442M

425M

CMYK

c.0 m.6 y.14 k.31

c.8 m.0 y.9 k.19

c.0 m.0 y.0 k.77

RGB

r.187 g.176 b.163

r.194 g.205 b.197

r.95 g.96 b.98

HEX

#BBB0A3

#C2CDC5

#5F6062

rated colors to appear nostalgic. In the end, red and blue was the solution I was looking for.

Primary The red is bright and vibrant with a hint of orange and pink. The blue is less saturated than the original logo, balancing out the bright red.

Secondary

Secondary I wanted to capture the history and nostalgia of the postal service with the secondary colors.

Soft, warm neutral tones would help accomplish this and make for a unique color pattern.

3.07

Brand Development \ USPS Corporate Identity Type Studies

Din

Helvetica

Wisdom

Chaparral

Univers

United States Postal Ser vice

Rotis

United State s Postal Service

Carton

Unit ed states Postal S ervice

Meta

united states postal service

Meta

United States Postal Service

Meta Bold

Accidental Presidental Bebas

Carton

USPS USPS USPS USPS

USPS

US PS USPS

Renee Granillo 2012

United States Postal Service

united states postal service

usps

usps

USPS

USPS

usps

USPS

USPS

usps

usps

USPS

usps

USPS

usps

3.08

Brand Development \ USPS Corporate Identity Type Refinement

Bemio Bemio is an ultra bold sans serif typeface designed

by Joe Prince. The tall x height and robust modern forms provide the perfect balance between friendliness and reliability. The overall aesthetic nods to early American craftsmanship while maintaining the integrity of modern forms and simplicity. The final logo uses a custom version of a lowercase Bemio.

Gotham “Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof.� It is an extensive and versatile font designed by American type master, Tobias Frere-Jones. This typeface is used for additional print material, and in the making of this standards manual.

Renee Granillo 2012

Bemio

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

3.09

Brand Development \ USPS Corporate Identity Final Logo

Symbol The Guidelines Spacing The negative space within the elements that make up the logo is as much apart of the positive space.

Similarly, around the logo should be clear and devoid of outside elements.

Wordmark

Sizing For printed materials, the logo should be at least .75 inch wide.

Cropping The logo may be cropped for advertisements, apparel, and mailboxes, but never for stationary or

Logo

other print material.

Renee Granillo 2012

Greyscale

Duo Tone

Reversed

The Symbol as a Feather

The Symbol as a Quill

The US Postal Service is currently

A second meaning for choosing the

represented by the head of an eagle.

feather is to indicate a quill. My original

The eagle, an inherently American

intention for the United States Postal

icon, connotes strength, speed and

Service was to reignite an interest in

patriotism. For my redesign, I tried

hand written letters. The angle of the

to maintain the same qualities in a

quill suggests handwritten movement.

more simplified way. Furthermore,

Although the imagery itself is referencing an outdated form of communication, the overall execution of the logo propels it squarely within the modern aesthetic.

the shape of the feather is tilted in a way that implies speed and purpose arching over the wordmark.

3.10

Brand Development \ USPS Corporate Identity Logo Alternates and Appropriate Use

Alternates For a business as immense as the United States Postal Service, a single logo may not be enough to represent each faction. For this reason, I created

The Social Media Mark

The Commemorative Mark

alternate logos and outlined

This mark is used primarily for

A rare logo, this is only used

the proper and improper use

social media purposes. It is

for special commemorative

of the premiere logo.

more conducive for scaling and

pins for dedicated carriers.

stands out stronger on a moni-

The double feather repre-

tor. This may also be used for

sents the bond between the

some environmental design.

carrier and the company.

me+ The Wordmark

The Me+USPS Mark

In some cases, such as apparel

This was designed specifical-

or environmental design, the

ly for the Me+USPS account.

wordmark may stand alone. It

The typeface is a modified

should be the appropriate blue

Bemio. The “me” must be in

color, white, or grey.

all lowercase. The “+” must always be red.

Renee Granillo 2012

Proper and Improper Use One of the new values of the United States Postal Service is flexibility.

Therefore, I wanted the symbol to be as flexible as possible and limit the amount of rules. For example, the feather may appear red or white (depending on the background). The word mark may appear the chosen blue, grey or white.

UNITED STATES POSTAL SERVICE

SECTION 4

Corporate Identity Guidelines

APPLICATION DEVELOPMENT

After finding a solution to the logo, the application of it was the next challenge. It was a test to see how the logo functions in an environment and as a product. Scaling played a major role in determining the success of an application. Could the logo work the size of a thumbnail on a web app? Could it still look good on the wing of an airplane? The following pages demonstrate this element of the design process.

4.01

Application Development \ USPS Corporate Identity Stationary

The Business Card The business cards became the perfect place to experiment with cropping and pattern making. This demonstrates the logo ability to be flexible and still visually appealing.

The Letterhead The letterhead makes good use of the typeface Gotham. Here you can see the range of weights and clarity of the typeface. The letterhead must maintain a generous amount of whitespace to keep the look as clean as possible.

The Envelope Not only does this function as the envelope of the

Patrick R. Donahoe Postmaster General 75 L'Enfant Plaza S Washin ton, D.C. 20260-220 facebook.com/usps facebook.com/me+usps @USPSConnect www.usps.com

Postal Service, it also serves as a secondary mark. It is used as the banner for the USPS Facebook page.

[See pg.54].

Renee Granillo 2012

Postmaster General Patrick R. Donahoe 475 L'Enfant Plaza SW Washington, D.C. 20260-2202 facebook.com/usps facebook.com/me+usps www.usps.com

@USPSConnect

DONT FORGET TO WRITE

TO Name Lastname 233 Address Name Washington, D.C. 20261

To Whom it May Concern

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum/ Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

FROM Name Lastname 233 Address Name Washington, D.C. 20261

DONT FORGET TO WRITE

4.02

Application Development \ USPS Corporate Identity Package Design

The Shoebox The shoebox is 11.5 in tall, 7in. wide and 4in. depth.

The design offers clear spaces for customers to add addresses. The colors of the pattern on the side panel indicate the delivery speed of the package. Red and grey is for Priority Mail while a calmer blue and grey is for Express Mail.

11.5 in.

The Envelope The envelope maintains a similar aesthetic to the current design with the exception of the added pattern at the top and bottom.

7 in.

Renee Granillo 2012

The Tape The current tape for the US Postal Service is mechanical and dismal. I wanted to add the pattern to add visual interest to any package and to indicate the delivery speed.

4.03

Application Development \ USPS Corporate Identity Apparel

The Lightweight Jacket This garment could be worn by in store employees. However, the material is light weight and could provide adequate wind resistance for carriers.

The Polo

The Button Up

The Shorts

Made with 100% cotton, the light weight

This button up uniform would be worn by

The shorts are a relaxed fit for carriers.

polo would be worn by in store workers.

in store managers and other workers.

They are durable, yet comfortable.

Renee Granillo 2012

The Undershirt The undershirt provides added insulation and warmth for inclement weather.

It should be worn with the vest or a shirt over it, but not alone.

The Vest

The Carrier Bag

The Shoes

The vest is an optional garment for car-

The carrier bag is a double pocketed

Athletic, comfortable and durable for

riers to provide added layer of insulation

bag made of leather and canvas to with-

extensive walking and hiking, these

for inclement weather.

stand wear and tear. Here, the wordmark

shoes are for the most dedicated carri-

is white.

ers in large urban areas.

4.04

Application Development \ USPS Corporate Identity Environment Ideation

In Store Ideation The new location for the United States Postal Service will be local malls. This will provide easier, and higher accessibility for customers.

Rather than making a special trip to the post office, customers can drop in mall-centric stores to track shipments, make purchases, and check email.

The new environment will be more open, and enjoyable to visit. Customers will no longer hear “take a number�. Rather, customers will be greeted by a host and have the option to check-in for special attention.

Computers will be readily available to access email, make payments, or login to their Me+USPS account.

Select walls will be wallpapered with

Simple icons (also used for the new USPS social

the new USPS iconic pattern in order

media pages and Me+USPS account), will be

to be seen easily from across the mall.

used as directional indicators for customers. A basic system of services will eliminate customer confusion and provide easy to understand navigation in the store.

Renee Granillo 2012

HQ The new location for the US Postal Service headquarters is located in a more post modern architecture.

The New Mailbox The newer mailboxes will be repainted a darker, richer blue color with protective coating to prevent severe environmental damage. Here it is acceptable to crop the logo and must be placed so the taper of the feather is in alignment with the curve of the box. This will create a clean visual space and be easily readable from a far distance.

4.05

Brand Development \ USPS Corporate Identity Outdoor Advertisements

Renee Granillo 2012

“I Got Your Letter” The “I got your letter” campaign is an attempt to revive an interest in sending mail by highlighting the romanticism of the handwritten letter, suggesting to the audience that writing itself is more than means of communication - but a

Although the images are imbued with a hint of nostalgia, the overall composition and style is rooted firmly in the present - subtlety reaffirming one of the core values of the new United States Postal Service. work of art. The color manipula-

certain charm and dynamism to the

tion of the photography and the

logo that may inspire a different

subject matter bring a humanly

perspective. Here, the feather is less

aspect into the rebranding and

about capturing the speed and effi-

play on the audience’s emotions

ciency of the immense postal service

in an inspiring, feel-good way. The

machinery and appears as a sensitive,

motion of the couple reflect the

if not charming, symbol.

angle of the logo, creating a visual link between them. This brings a

4.06

Brand Development \ USPS Corporate Identity Transportation

The Fixed Gear Bicycle Ridden by a small group of dedicated carriers in urban areas such a San Francisco, New York, and Washington.

The bicycle is sleek and quick.

Renee Granillo 2012

The Airplane

The Electric Van

The USPS airplane will don the iconic red

Thousands of electric powered vans will

feather on the tail for increased visibility.

be the latest addition to the USPS fleet.

The colored panels on the wings add

The vehicles will reduce the company’s

visual interest borrowing from the brands

carbon footprint and appeal to green-

color palette.

conscious customers.

4.07

Brand Development \ USPS Corporate Identity Social Media: Me + USPS

USPS

me+

Hours M-F 8:00am - 8:30pm ET

me+

SAT 8:00am - 6:00pm ET SUN Closed

Contact Send us an email 1.800.ASK.USPS 1.800.275.8777

Welcome to me+usps, the easiest and most convenient way to make all your quick check-ups, manage your account and more. Oh, and don’t forget to write!

Track a Shipment

Find a Location

Enter your USPS tracking number below

Enter ZIP Code or Addres Below

Employee Sign-In For USPS employees only

$

Calculate a Price Calculate prices by destination and more

@USPSConnect

$

CHAT WITH USPS NOW Service representatives available online and ready to help!

?

Renee Granillo 2012

Me+USPS The USPS is dedicated to keeping the

Other benefits of Me+USPS:

process of communicating as simple

• Easy to navigate interface

• Easy to access through

customers. The account will essentially

Facebook and Twitter

give the customer a localized area to

• Track a Shipment

make changes to their shipment, make

• Find a Location

• Employee Sign-in

The aesthetic is meant to be simple and

• Calculate a Price

friendly in order to guide the customer

• Chat with a USPS rep

and natural as possible. Me+USPS is a personalized, customized account for

online purchases, monitor their balance.

to their goal as efficiently as possible.

This account will be available on the company website and as an addendum to the USPS’s main Facebook page. Now customer’s can quickly check the status of their package while chatting with friends without having to navigate away from the page.

directly through Facebook chat

4.08

Brand Development \ USPS Corporate Identity Social Media: Facebook

Welcome!

to the USPS Don’t forgetFacebook to write!Page

U.S. Postal Service Don’t forget to write!

Weclome! The United States Postal Service has been dedicated to serve you in the most efficient and friendliest way possible since 1774! Learn more about...

me+

The Facebook Page After comparing the USPS’s Facebook

plane will the rest of the page has little no

banner makes use of the USPS signature

page to it’s primary competitors, it was

to reference to their customer base. Their

envelope to illustrate the simple joy of

clear it needed to be improved. Currently,

“likes” and interests are outdated, and

opening a letter. The pattern is friendly,

their Facebook banner shows the logo

their “about” write up lacks the conversa-

and inviting. I also used a quirky script

stagnant on a gradient tinted ground

tional quality that attracts customers. My

font to indicate a handwritten quality.

Renee Granillo 2012

As the visitor navigates through the page,

able below the banner leading them to a

possible since 1774. Finally, a possible post

he or she can experience the new USPS’s

specialized page. The new “About” section

would feature the USPS involvement with

active awareness to the lives of their

starts: Welcome! The United States Postal

foundations such as Art-House Co-Op,

customers and ultimately feel valued. The

Service has been dedicated to service you

inviting visitors to post their experiences.

Me+USPS button will be readily avail-

in the most efficient and friendliest way

4.09

Brand Development \ USPS Corporate Identity Social Media: Twitter

Search

Have an account? Sign in

U.S. Postal Service @me+usps Welcome to United States Postal Service Twitter! Come connect with the nation’s most trusted government agency!

The new Twitter page

me+ Call us at 1.800.555.5555

will employ the same

@USPSHelp

changes and attitude as the Facebook page. For the customers convenience, a grey bar with helpful links, and contact numbers is added on the

More USPS Feeds

@USPScarriers @USPSevents @USPSdeals @meandUSPS Like Us on Facebook

facebook.com/usps

Stay in touch with U.S.P.S

Email Password

Sign up

Tweets

U.S. Postal Service @USPSConnect 1 March New stamp contest! Enter for a chance to win a weekend trip to the nation’s first postal office in Philedelphia. http://bit.ly/hCrpGF

Tweets Following Followers

access their Me+USPS ac-

Lists

count from Twitter or link

will help connect USPS to

FOLLOWERS

U.S. Postal Service @USPSConnect 10 March Check out our new Facebook page! Like us and we’ll email you a 20% coupon off your next delivery! http://bit.ly/hCrpGF

Full Name

Favorites

hope is that more posts

TWEETS

FOLLOWING

Join Twitter today

side. Customers can also

to Facebook. Finally, the

356

12,495

http//www.usps.com

The Twitter Page

7,232

© 2012 Twitter About Help Terms Privacy Blog Status Apps Resources Jobs Advertisers Businesses Media Developers

U.S. Postal Service @USPSConnect Happy Valentines Day! Send your loved ones a special letter!

14 February

http://bit.ly/hCrpGF U.S. Postal Service @USPSConnect I like Stephen Colbert

4 February

http://bit.ly/hCrpGF U.S. Postal Service @USPSConnect U.S.P.S. is better than FedEx

30 January

http://bit.ly/hCrpGF

more customers.

U.S. Postal Service @USPSConnect U.S.P.S gets a brand new look! http://bit.ly/hCrpGF

10 January

Renee Granillo 2012

The Mobile App The USPS Mobile App will essentially be an extended version of Me+USPS. It will include plenty of quick reference contact numbers and make tasks such as tracking a shipment easy and efficient.

The app makes good use of USPS alternate logos and uses whitespace to make navigation natural and easy to understand. Here is a visualization of how the app would appear on an iPad and a phone.

SECTION 5

Corporate Identity Guidelines

CONCLUSION

The United States Postal Service is facing a time of great change. The current market is largely influenced by a company’s ability to successfully exploit the benefits of social media outlets such as Facebook and Twitter.

My attempt to rebrand the United States Postal Service repositions them as a more approachable and adaptable company - one that capitalizes on their rich history while being flexible enough to manage what’s to come.