United States Postal Service
Brand Identity Guidelines & Re brand Process
Visual Audit
USPS being a historical and traditional mail service is currently catering more towards an older generation. The existing look and feel of the USPS lacks interest and excitement, which could help appeal to a younger clientèle. When I explored my local USPS, right away I noticed that everyone inside was 40 years older than I. There is a friendly and cheerful atmosphere but the visual aesthetics of the USPS needed badly to be freshened up. One form of new technology, in the form of a quick use machine, that allowed the customer to easily send mail. I am lead to believe that this is their attempt to make sending mail easier, faster, and painless.
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The NEW USPS We will continue to strengthen our core operations and services, balancing an Immediate and urgent need to reduce costs with a continued commitment to strategies such as Messenger Mail, which are essential to our future. We will be guided by one principle: we exist to serve our customers. This vision is our commitment to ensuring a vital Postal Service for future generations.
With a new clean look, and updated products and services, we will ensure your experience with the United States Postal Service is easy, quick, and fun. The USPS has a new way to provide mail service quickly!
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CONTENTS
01 04 06 10 14
THE USPS
01 - Visual Audit 02 - New USPS
PROCESS
04 - New Identity 05 - Mind Map
LOGO
06 - Symbol Sketches 07 - USPS Logo 08 - Divisions 09 - Logo Size
The
TECH
10 - Website 12 - Messenger App
BRAND APPLICATION 14 - Transportation 15 - Corporate 16 - Signage 17 - Corporate 18 - Store 19 - Merchandise
USPS has a
NEW & BRIGHTER look!
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It’s Here.
It’s Here.
It Rides!
It’s Here.
It’s Here.
It’s Here.
It Rides!
NEW
KEY WORDS:
Quick, Efficient, Easy, Fun
SPRING 2012 - CORPORATE ID - USPS LOGO STUDIES
NEW Identity SIMPLE AND EASY SERVICE The United States Postal Service has a rich history that is uniquely ingrained in the U.S. We will continue and update our tradition in providing a friendly, fun, and fresh atmosphere that allows one to ship or receive mail fast. Whether your mail is escorted by Car, Plane, or Messenger, it is handled with care and speed! FRESH The USPS is still traditional, now new and improved with a new definition of quick and easy, giving the customer a quick and efficient sense of satisfaction. OPEN The USPS has reinvented itself with a fresh, multifaceted, diverse, and international Postal Service Provider that respects a range of ages, origins, and cultures.
04
AMERICA
BORN INTHE USA
RED,WHITE,BLUE F1 CARS
PONY EXPRESS HISTORIC
Ideation
FAST
BALD EAGLE
Mind Map
STARBUCKS
1775 OLD
RELIABLE
HISTORY
APPLE PRODUCTS PROPER GENUINE
SPRING 2012 - CORPORATE ID - USPS LOGO STUDIES
DESIGN
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Logo Symbol Development Sketches Started with the idea centered around the mailing envelope, which is an iconic and heavily used symbol for mail. With the intention of targeting a younger clientèle, the envelope symbol was chosen and sketched in many different variations.
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Construction symbol.
typography.
NEW
KEY WORDS:
Quick, Efficient, Easy, Fun
The United States Postal Service logo is designed with a new, classy, fun, and easy to use feel. The bright color palette reflects a new interpretation of American Pride. The different colors represent different division within the company. (Blue-General, Red-Next Day, Orange-Priority, Teal-Messenger Cycling Service) The Logo is never altered unless placed with mail texture or placed on contrasting background color.
File Identifier usps_logo [united states postal service logo]
UBUNTU
SPRING 2012 - CORPORATE ID - USPS LOGO STUDIES
0123456789
0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
07
Divisions
In order for the USPS to be as efficient as possible, it now offers a fast and eco-friendly Messenger Division (Green Logo). The corporate offices will be represented by the fresh and bold Blue Logo and used for interior decorating.
The Grey, Orange, and Red Logos refer to a specific mail delivery speed. (GREY - Ground Rate / ORANGE - Priority / RED - Next Day) File Identifier usps_logo_corp usps_logo_msgr usps_logo_gnd usps_logo_prty usps_logo_nxtd [united states postal service logo]
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9”
Logo Size The USPS logo has two elements that can be separated. It’s smallest size that you should use has a width of 2”. If appropriate, lightening or darkening the USPS typography may be used when necessary. When measuring the logo, be sure to
measurement area.
measure from the furthest point on the left side, to the furthest point on the tip of the S on the right side.
logo symbol
unbutu typeface bold italic
2”
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Website / APP
FIND A POST OFFICE Enter Zip Code
The USPS website is clear and direct giving
SEND YOUR MAIL NOW
the customer instant success in sending their
OVER NIGHT
mail or tracking their package.
CREATE A CARD MESSENGER DELIVERY
The USPS APP allows customers to have
SERVICES
mail picked up, find locations, track their See more about how we send our mail so FAST.
mail, create a card, and see all the amazing services the USPS offers!
TRACK Your Mail Now!
It’s Fast.
It’s Fast.
See how we send our mail.
It’s Here.
It’s Here.
It Rides!
It Rides!
Messenger Division.
It’s Here.
About / Contact.
Search Share
USPS is Fixed!
Delivering Mail in Style.
NEW Store layout.
Fixed gear bikes are extremely popular these days. This means that there are a lot
The USPS has upgraded its primary mail truck to the beautiful Mercedes Sprinter delivery
shortcuts and have exceptional navigation skills while riding their bike. Reaching out to a younger, capable, and resilient culture, can and will benefit the new USPS by being
lighter, and can carry the same amount as our old USPS trucks.
The USPS just got classy with a new and elegant store to better serve you and your postal service needs! Our new look functions just like a retail store, so you can chose a shipping option, send your mail, and be on your way!
FIND A POST OFFICE Enter Zip Code
SEND YOUR MAIL NOW OVER NIGHT
SEND YOUR MAIL NOW OVER NIGHT
CREATE A CARD MESSENGER DELIVERY SERVICES
CREATE A CARD MESSENGER DELIVERY SERVICES
CHOOSE AN OPTION TO SEND YOUR MAIL! Search Share
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NEW Messenger Division Fixed gear bikes are extremely popular these days. This means that there are a lot of potential employees who know effective shortcuts and have exceptional navigation skills while riding their bikes. Reaching out to a younger, capable, and resilient culture, can and will benefit the new USPS by being a more authentic brand. Use your smart phone to access the USPS APP, and a messenger will ride to you! The Messenger Team carefully hand delivers your mail fast!
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Bicycle Messenger The use of a bicycle messenger is not only ecofriendly, but fast and exciting. With an established group of bicycle riders, the USPS can give jobs to those who simply enjoy riding a bike. With exceptional navigating skills, bicycle messengers can and will deliver your mail fast!
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Transportation We’ve adopted a new line of superior delivery trucks with the Mecedes Sprinter. and Lightweight, fuel efficient, and large capacity load will help get your mail from you to them fast!
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Corporate Look Our lively and active corporate office locations are dressed with the Blue and White symbol. The symbol is placed onto the building on sections, showing high energy and movement.
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Banners / Signs Like the simple and clean work ethic, the USPS banners and signs are clean, clear, and direct. The Banners and Flags are visual markers and extensions of the brand, in environmental locations around the USPS locations.
sending mail , just got
Classy.
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NEW Store The USPS just got classy with a new and elegant store to better serve you and your postal service needs! Our new look functions just like a retail store, so you can chose a shipping option, send your mail, and be on your way! Once a customer enters the store, they are greeted and made comfortable while providing the best postal service experience available!
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Merchandise At our USPS stores, customers can also purchase the brand’s extensions of shirts, coffee mugs, and messenger bags!
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sending mail , just got
Classy.
SPRING 2012 - CORPORATE ID - USPS LOGO STUDIES
Stay Classy! 18