Graphic Standards Manual domingo valdez
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contents
INTRODUCTION
the usps
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target audience mind mapping
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LOGO DEVELOPMENT
sketches the wing rebirth of the eagle first draft logos type studies second draft logos color studies third draft logos rebirth of the eagle pt. 2 primary logo logo standards
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BRAND APPLICATION
corporate packaging enviroment mobile large scale signage apparel transportation
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RESEARCH
contents who we are...
what we do...
The history of the United States Postal Service is
The Postal Service has seized upon and
an ongoing story of enormous depth and breadth,
immediately investigated new technology to see
rooted in a single, great principle: that every
if it would improve service — mail distribution
person in the United States — no matter who,
cases in the 18th century; steamboats, trains,
no matter where — has the right to equal access
and automobiles in the 19th century; and planes,
to secure, efficient, and affordable mail service.
letter sorting machines, and automation in the 20th
For more than 231 years, the Postal Service has
century. Today, computerized equipment helps sort
delivered on that promise, transforming itself
and distribute hundreds of millions of pieces of
to better serve its customers. The United States
mail each day.
Postal Service: An American History tells this
We have worked with customers to better
story and introduces you to people, events, and
understand and serve their changing needs and to
developments affecting postal and
keep them informed of how best to
national history.
utilize our services.
For centuries, our universal mail system has
We want to provide quick, easy, and convenient
strengthened the bonds of friendship, family,
service. This history gives you a look into what that
and community. Our system has encouraged
has entailed over the years.
civil discourse, disseminated information, and
Above all, the history of the United States Postal
bolstered the national economy — both as the
Service is about the men and women whose daily
hub of a vital industry and as a trusted courier of
efforts have provided our nation with the finest,
the nation’s and world’s business.
most efficient mail service in the world. United States postal workers take pride in processing, transporting, and delivering the mail to the people of our great country.
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re
e s
h c r a
g in
t
e h
research
target audience
As part of the target audience
for a few moments to see
of the United States Postal
where they have to go. The
Service, I’ve always had
customer’s confusion can
a neutral view of what the
be solved by more easily
company was. I almost have
labeling and sectioning the
a “I don’t care, what about
different services offered.
them” point of view. I’ve
When dealing with customer’s
grown up to think of them
employee’s tend to be short,
as a general service that just
and almost disgruntled that
gets done, similar to paying
the customer doesn’t know
for water, gas and electric for
how to sign, package, or
your home. I’ve only had to
properly label their mail or
visit the post-office a handful
package to be serviced.
of times and most of the time
Customers shouldn’t be made
it was for the package that I
to feel stupid when requesting
wasn’t home to sign for or my
service. The only good thing
grandmother needed stamps
I found easily accessible and
to send her checks for bills.
readily recognizable were the
After visiting the post office
drop-off bins for letters and
I saw a somewhat organized
packages positioned outside
system in where people can
of the post office. I believe
send and receive mail and
that somehow this icon can
packages. Customers usually
be turned into a cornerstone
walk in and look around
of their services.
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research
mind-mapping furniture
malls
grandma
pen pals food
services
retail
city info
relatives
letters
coupons
neighborhood
grandpa
love
driver lic
id
gov. docs
dmv passport
newsletters comm. service
schemes
infrequent
bills
junk
unwanted lost
sweepstakes
winner
late
lic plates
research
mind-mapping paid
love
unwanted
multiples
bills
secure
letters
junk
p.o. box
private
coupons
slow
service
kids
lick
secure
older tradition
print at home labels
package
tracking
drop-off
stamp
design
collecting
regional
patriotic
custom
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research
mind-mapping paid
love
unwanted
multiples
bills
secure
letters
junk
p.o. box
private
coupons
slow
service
kids
lick
secure
older tradition
print at home labels
package
tracking
drop-off
stamp
design
collecting
regional
patriotic
custom
p o o l g e o l ev d
e m
t n
logo development
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the postmark
eagle badge
sketches
postmark + badge
tradition
honor
moving forward
proved to be the an essential
to give the people of the
and eagle badge proved to
part in re-integrating the
united states postal service
be a milestone in re branding
postal service into our digital
a symbolic representation of
the usps. The new logo
lives. By re-desiging a new
what they believe in when
represented both the tradition
digital postmark which can be
they are delivering the mail.
of the postmark and the new
instantly recognizable and still
The eagle moving forward
representation of honor that is
carry the history of the united
signifies the determination
bestowed on the people that
states postal service.
of the usps in delivering your
deliver your mail.
Redefining the postmark
The eagle badge was created
mail to its destination no matter what.
Combining the new postmark
logo development 11
sketches
postal truck mark
moving envelope
envelope + mark
Not always familiar with thier
The usps prides itself on
By combining the three
familiar
speed
fast service
postal service deliverer, one
safety, security, and speedy,
elements along with a familiar
icon that is emblazoned in the
With a moving envelope with
icon, a stronger meaning in
minds of those who use the
trails behind it signify all three
the logo is created.
usps is the familiar logo on
of these elements in three
the sides of the truck. Using
simple shapes.
these silhouettes further strengthens the presence of the usps in the minds of our customers.
logo development
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angled wing
the wing arched wing
waving wing
proud
movement
The usps prides itself on safety, security, and
The wave in the wing shows the eagle in-flight.
self-confidence. Being able to know that your mail
speedy, With a moving envelope with trails behind
Constantly moving logo gives the idea that your mail
will be delivered by men and women who know
it signify all three of these elements in three simple
is already on its way.
that they can safely deliver your mail.
shapes.
The sharp angle of the wing shows sturdiness and
friendly
logo
rebirth of the eagle
slanted
strokes
the new eagle head
the original logo has a specific angle exemplifying
the first draft of the eagle head re-design became
original
sharp angles
pride, speed, strength and determination. all these
its speed and movement, this was relayed by using
too open and needed a sense of solidity. the
aspects became fundamental when re branding
a very strong angle in the beak of the eagle. the
plumage was added in the back of the eagle head
what a more modern, more ready, and more
beak helps make the eagle both more aerodynamic
and helped the logo appear less elongated.
available eagle should look like.
and appear more powerful.
the eagle head in the original usps logo shows
plumage
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logo development
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first draft logos
eagle badge
eagle crest
the eagle badge with the new eagle head
the eagle crest still shows pride, but appears
honor
eagle wave
friendly
movement
proves to be very strong, prideful and
more friendly. the crest still represents the
represented in the logo. the eagle is moving forward
forward moving.
pride and honor of the workers of usps, but
allowing the air to flow through its wings as it flies to
allows them to be more approachable by
deliver your mail.
customers. enough to say hello and greet with a friendly smile.
the eagle wave allows more freedom to be
logo
type studies
helvetica
gill sans
helvetica was chosen to offer a clean look the usps, both
the typeface was picked to add a more cultural style to the
clean
upper case and lowercase logotype were applied to the
cultured
usps. this was used against the more cleaner looking helvetica
logo. an equal balance was hard to find between the typeface and the logo’s thick strokes on the wing
united states postal service
united states postal service
United States Postal Service
UNITED STATES POSTAL S ERVICE
UNITED STATES POSTAL SERVICE
United States Postal Service
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logo development
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second draft logos
long eagle badge
less heavy
the second draft of logs combined the new eagle head with the badge, however the circle of the badge proved to not show enough movement. the eagle head was pulled out of the circle to allow a body to show and the logo become more elongated and elegant
head pulled out of circle to create more body for eagle
added curvature to eagle head to make logo more uniform
circle hollowed out to make logo appear more lite
angled beak, breaks uniformity of eagle head
shorter wings, added curve to tip for more motion and grace
color studies color bold
when selecting a new color, a more fresh, crisp and bold color was intended for the new usps logo. several bright and bold colors were selected to see which were the most eye catching yet not harsh.
logo
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logo development
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third draft logos
simplify it condense
the second draft logo with the eagle head outside of the circle, made the logo too long and bulky. the cicle representing the body was removed to create a more condesed logo closed gap, made wing contour to head of the eagle making perfect fit
tension from opposite contours
second draft logo
remove inner circle, condenses logo
logo has become more applicable in its shorten form
purple was selected as primary color
gap was opened back up and filled with type, creating a solid logo
usps strokes of eagle head were sharpened to give more variation in logo
logo
rebirth of the eagle pt. 2 eagle head pen tradition
after finalizing the shape of the logo, the eagle head became to thin at the tips, however a sharpness was still needed for a more aerodynamic look, and sense of strength. the head, began to resemble the look of a fountain pen, so a more thickness was given to head. back of eagle’s head was thinned out to make it less heavy
angles removed, stroke keeps thickness, but elongated more
wider arc to eagle head, made it more wide as if ready to attack
inner head of the eagle was straightened out to look more like a fountain pen
points were added to stroke of head to give a more precise, machined look to the head.
neckline widened with less dramatic points
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logo development
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rebirth of the eagle pt. 2 shorter head, more bold and strong,
old eagle head two stoke design simple & Bold
angled beak, piercing forward curved backend stroke, nothing left behind
new eagle head varying stroke weights, aerodynamics
resembles fountain pen tradition of letter writing
logo
primary logo
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the new
refreshing
the new usps logo takes a
italic typeface implies movement
spin on the traditional logo. creating a sharp new logo
eagle head contours to shape of “s”
based on the old allows the history to be present as the usps moves forward as both a company and family. the countours of the wing and eagle head to the logotype
slight curvature in wings, indicates movement, grace & speed
allows everything to fit tight and secure. wings contour to shape of letter “u” subdued colors, prevents logo from becoming too hars
logo development
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color
old but new
pantone 1785 c
in a size proportionate to the
become too harsh. the
eagle head and wing. all other
traditional colors of red, white
delivers the nation’s mail and packages
helvetica neue
in helvetica neue bold italic
chosen so the logo wouldn’t
what the usps stands for as it
type
the logotype can only be set
a more subdued color was
and blue are still relevant to
logo standards
pantone 646 c
body copy will be placed in helvetica neue with varying
ABCDEFGHIJKLMNOPQRSTUVWXYZ
weights in either of the three
01234567890!@#$%&*();:?.,
logo colors
color levels
logo
usps products, services and
no portion or piece of the
hierarchy
packaging follow a color code. 50% or more of any of the logo colors will mean:
white = standard blue = higher level red = highest level
abcdefghijklmnopqrstuvwxyz
no stroking
logo can be stroked with or without a fill.
n o i t d a n c a li r b pp a
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brand application
corporate
business card
flip-me
domingo valdez corporate design team 800.275.8777 domiscool@usps.com
corporate business cards will feature a split design of the usps logo with the back of the card displaying information on the right side only.
24022 aliso creek road laguna niguel, ca 92677
split design of business card will lead the viewers eye to the back of card, and back to front
stationary
simple
corporate stationary for inter-department use places the usps logo in the center with the included blue band to
domingo valdez corporate design team 800.275.8777 domiscool@usps.com
usps corporate headquarters design wing 24022 aliso creek road laguna niguel, ca 92677
primary contact information will be flushed left .25” from top and left sides of stationary
April 24, 2012
domingo valdez corporate design team 800.275.8777 domiscool@usps.com
usps corporate headquarters design wing 24022 aliso creek road laguna niguel, ca 92677
April 24, 2012
separate required info on all documentation from other.
date to be placed .25” from blue band and .25” from right end of page
type on card displaying information will be set in helvetica neue light 10pt
brand application
corporate envelope clean
corporate envelopes are to
Laguna College of Art + Design 2222 Laguna Canyon Road Laguna Beach, CA 92651 Laguna College of Art + Design Laguna College of ArtRoad + Design 2222 Laguna Canyon 2222 Laguna Road Laguna Beach,Canyon CA 92651 Laguna Beach, CA 92651
be clean and simple with the corporate branding laid
domingo valdez corporate design team 24022 aliso creek rd laguna niguel, ca 92677-3927
across the top in a small strip
folders bold
corporate folders for documentations will feature the halved usps logo on both the front and back of the folder
front
back
Laguna College of Art + Design 2222 Laguna Canyon Road Laguna Beach, CA 92651
domingo valdez domingo corporate valdez design team corporate 24022 alisodesign creek team rd 24022 creek rd laguna aliso niguel, ca 92677-3927 laguna niguel, ca 92677-3927
domingo valdez corporate design team 24022 aliso creek rd laguna niguel, ca 92677-3927
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brand application shipping box
easy
packaging standard
express
overnight
sending address label
standard shipping will be the cornerstone of the usps shipping
receiving address label
model. easy to ship boxes will be free and readily available upon request via mobile, online or phone. labels for boxes will also be printable from home and activated for at home or business pickup online or via barcode scanner built into the usps app for mobile phones.
angle view express and midnight shipping boxes will be reversed out in solid colors to differentiate from each other
standard 3-4 days lowest rate
express most economical
2-3 days
overnight 1 day fastest delivery
side view
brand application
packaging large envelope
standard
easy
express 2-3 days
mailing larger format, time sensitive, or unbendable documents will be mailed through the usps large envelopes. the crush proof envelopes will prevent documents from being
10�
mishandled by others and ensure secure delivery
14�
standard 3-4 days lowest rate
express most economical
2-3 days
overnight 1 day fastest delivery
overnight next day
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brand application
enviroment
street-lamp
alternate colors
two-part
two-part banner installations consist of the eagle wing and head only. the banner will includ the primary logo colors only leaving only two colors per banner. the fill of the eagle
6ft
color scheme of eagle wing can only be paired with same color scheme of eagle head
head will be either white, blue or red with a background of another primary logo color
banners with white background will have border consisting of same color as logo
6ft
brand application
environment street-lamp
alternate colors
four-part consecutive four-part banner installations will be placed consecutively pairs. when viewed from an oncoming point of view the posters will create the full logo of the usps. color
6ft
scheme follows same as two-part banners. eagle head,
color scheme of first two banners can only be paired with last two banners of same color scheme
wing and letters usps will all consist of same fill with one other primary logo color as background.
banners with white background will have border consisting of same color as logo
6ft
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brand application
mobile
mobile app instant
the mobile application of the usps will allow customers to schedule deliveries, pickups, print and scan their own labels and order supplies all from the palm of their hand.
only the eagle head will appear on mobile app icons to prevent confusion with non-usps branded services
the customer will be able to scan the barcode printed on their package to setup a scheduled pickup using the camera on their smartphone through the usps mobile app Track
Scan
Hold Mail
Prices
Locations
Free Supplies
About
24 Pickup
ZIP Zip Codes
to prevent customer confusion, the usps app will be minimal and provide the core services the usps provides
scan barcode
corporate
brand application
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signage outdoor
proposed outdoor signage consisting of 4 split banners each containing a portion of the usps logo
signage
corporate
3d rendering of proposed outdoor signage for corporate headquarters
6ft
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brand application
apparel
men’s uniforms
simple + comfortable men’s uniforms will be sensible and comfortable. deliverying the mail shouldn’t be a burdern on the mail carrier. Uniforms will also have a warm and cool weather option. branding of the uniform will be minimal with a larger logo placed on the mail bag. a dark overcoat will be provided for harsher weather
cool weather
wamr weather
accessories
brand application
apparel women’s uniforms simple + comfortable
simliar to the men’s uniforms, the womens uniform will hae a both warm and cool weather option with minimal branding and a larger logo placed on the mail bag. the mail bag will also be lighter in both color and size.
cool weather
wamr weather
accessories
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brand application
transportation inner-city delivery
urbran delivery
air delivery
the scooter will mainly be
the electric car will handle a
carrier jets will transport all
scooter
electric car
carrier jet
used during inner-city delivery
majority of the delivery work-
mail across the country when
to prevent delay on express
load when delivering mail
needed to ensure that the
and next day delivery items.
and packages. its lightweight
mail arrives safely, securely
with its small size the scooter
and fuel efficientcy will allow
and with speed.
will be able to weave through
postal workers to focus on
traffic where others in larger
the delivery of mail and pack-
vehicles can not.
ages
conclusion
the usps delivers its mail and packages with safety, security and speed and still continues with the fundamental principle that it had when it was created, that every person in the United States — no matter who, no matter where — has the right to equal access to secure, efficient, and affordable mail service. by simplifying and streamlining our service we allow our customers to be in control iin how thier items are delivered and know that they will get there no matter what.
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