USPS Rebrand: American Postal Service by Makayla Morton

AMERICAN POSTAL SERVICE

Branding Guidelines Manual

Table of Contents

Part One

BRAND STRATEGY History Timeline Competitive Analysis Soul Mission Audience Profiles Brand Grids Moodboards

Part Two

LOGO DEVELOPMENT Logo Sketches Computer Roughs Refinements

Part Three

BRAND STANDARDS Primary Logo Logo Spacing Minimum Sizing Logo Variations Incorrect Usage Color Palette Typography

Part Four

BRAND APPLICATIONS Business System Delivery Vans Phone App Uniforms Free Boxes Delivery Airplanes Office Interior Design

Part Five

BRAND EXTENSIONS Modern Finger Print Technology Mailboxes APS X Salvation Army APS X Etsy

Part One BRAND STRATEGY History Timeline Competitive Analysis Soul Mission Audience Profiles Brand Grids Moodboards

The Old American Postal Service

HISTORY The history of the American Postal Service is an ongoing story of enormous depth and breadth, rooted in a single, great principle: 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. For more than 231 years, the Postal Service has delivered on that promise, transforming itself to better serve its customers. For centuries, our universal mail system has strengthened the bonds of friendship, family, and community. Our system has encouraged civil discourse, disseminated information, and bolstered the national economy — both as the hub of a vital industry and as a trusted courier of the nation’s and world’s business. The Postal Service has seized upon and immediately investigated new technology to see if it would improve service — mail distribution cases in the 18th century; steamboats, trains, and automobiles in the 19th century; and planes, letter sorting machines, and automation in the 20th century. Today, computerized equipment helps sort and distribute

hundreds of millions of pieces of mail each day. We have worked with customers to better understand and serve their changing needs and to keep them informed of how best to utilize our services. We want to provide quick, easy, and convenient service. This history gives you a look into what that has entailed over the years. Above all, the history of the American Postal Service is about the men and women whose daily efforts have provided our nation with the finest, most efficient mail service in the world. American postal workers take pride in processing, transporting, and delivering the mail to the people of our great country. As of 2018, the APS operates 31,585 post offices and locations in the U.S., and delivers 153.4 billion pieces of mail annually.

Timeline 1775

The Continental Congress appoints Benjamin Franklin to be the first United States Postmaster General

1792

The US Postal Service Act establishes the United States Post Office Department

1847

First stamps are issued

1855

Prepayment of postage is made compulsory

1860

The Pony Express operates in the western United States for a short time

1861

American Civil War begins, postmasters in South make provisional issues, and first official stamps of Confederate States of America are issued

1864

Railroad post offices are established

1885

Special delivery service is initiated

1902

Rural free delivery is established

1913

Parcel post service is initiated, using special stamps

1920

Largest private US postage company, Pitney Bowes is formed

1955

Certified mail service is established

1959

The USS Barbero and United States Postal Service attempt the delivery of mail via Missile Mail

1963

The ZIP Code is introduced

1968

Priority mail as a type of first-class mail is initiated

1971

Begins operation as a corporation

1977

Establishes the express mail service

1982

E-COM is introduced, an electronic message service later terminated in place of internet site

1994

Launched public internet site

2009

Free mobile app released

2018

United States Postal Service (USPS) rebranded as American Postal Service (APS)

Competitive Anaylsis

DIRECT

ANCILLARY

FUTURE

For centuries we have strengthened the bonds of friendship, family and community. 10

BRAND SOUL Timely delivery by a trusted and friendly smile.

BRAND MISSION We strive to be your connection to love, loss, charity, convenience, and life. Our trusted delivery personnell strive to create community through timely deliveries and outstanding customer service. We are always here for you, with a friendly smile.

THE ETSY SHOP OWNER

Name Molly Newman Age 28 Occupation Small Business Owner Location Portland, OR

• Molly is a passionate jewelry designer who runs her business through the online marketplace, Etsy.

• Molly loves being with people. Community is very important to here and

• She loves being her own boss and her cusomters are the most important thing to her.

• She’s very busy between running a business, volunteering and hanging out with friends, so convenience is her saving grace.

• Getting orders out is top priority and she loves a shipping service that provides friendly and on time deliveries. • She’s a little OCD about tracking her shipments to make sure customers receive their orders, and would love the ability to ship straight from her house, but usually has to drive 20 minutes to her local post office.

she cherishes her relationships.

• She thrives on routine and a great beer after a hard workout.

THE GRADUATING DESIGN STUDENT

Name Brian Wu Age 24 Occupation Soon to be design grad Location Brooklyn, NY

• Brian has worked his butt off the past four years learning how to be an animation designer. He’s finally in the home stretch and sending out portfolios to potential employers. • He’s worried they won’t make it to the right office and wishes there was more up to the minute tracking. • This is the most important moment for his career and everything has to be perfect—right down to the person delivering his portfolios.

• He loves learning new things on Skillshare while sitting at his favorite coffeeshop in Williamsburg. • When he’s having creative block you can find him walking around searching for graffiti (to him its a beautiful artform), or volunteering at his mother’s soup kitchen (where he was practically raised by the locals.

• Brian is a big perfectionist.

THE HARD WORKING SINGLE MOM

Name Monica Tullman Age 36 Occupation Marketing Specialist Location Nashville, TN

• Monica’s typical day is a game of catch up. She has no time between her demanding job and caring for two kids to go to stores. • Monica’s vice is a glass of wine and online shopping at the end of a crazy day. • She wishes she could choose when her packages would arrive and that delivery services were more flexible. • She hates when packages have been sitting out in on her front porch all day

because she’s had problems with missing and undelievered ones before. • Monica’s kids are her everything. They are the brightest and most intelligent kiddos. She works so hard to put them through good schools, sports and dance programs. • Her favorite day would be hanging at the beach with her kids, with not a care in the world. She just wants them to be happy.

THE LOVING SON

Name Shawn Droughton Age 32 Occupation Investment Banker Location Atlanta, GA

• Shawn’s father recently passed and as the last in the family, he is tasked with cleaning out his dad’s room at the retirement home he lived in. • Shawn flew out to Seattle and doesn’t have a car to haul everything, so he’s decided to ship it all instead. • He is trying to figure out how to ship to a donation site from the retirement facility so it’s all done once he returns to Atlanta.

• The only family he had was his dad in Seattle, whom he was really close to. • City living isn’t spacious so Shawn doesn’t have any room for extra things (he’s just hoping he’ll be promoted to Senior in a few years). • Having to bury his father was the lonliest experince of his life. Anything to help make it a little easier would be such a gift.

• Having a friendly face and convenient method to solve his problem would help Shawn through this hard process.

THE SMALL TOWN FAMILY

Names Bill, Elise, Tommy and Andy Smith Age(s) 33, 31, 3, >1 Occupation Bill owns a construction company and Elise is a real estate agent. Location Madison, WI

• The Smith’s love their small town life. They know everyone in town, right down to their mailman.

• On weekends they love to go to the local farmers market on Saturdays and church on Sundays.

• Trust is such a huge thing for them, and they love that their packages are always delivered by Jim. Even if they aren’t home, they know that Jim will safely delivery their mail.

• Community is their top priority in everything they do, so it only makes sense that they are good friends with their mailman!

• Jim is actually Tommy’s best friend because he is getting ready to send his letter to Santa and only trusts Jim with the delivery. • The Smith’s have lived in Madison since Tommy was born and couldn’t imagine being anywhere else.

THE FAVORITE GRANDMA

Name Mary Sinclaire Age 65 Occupation Retired Location San Diego, CA

• Mary’s first (and currently only) granddaughter lives on the East Coast. She only gets to see her every few months, so to make up for her absence she sends little Sidney a gift every few weeks. • It is important to her that her packages are handled with care and that she knows when they are delivered so she can Facetime her granddaughter as she opens her package.

• She finds it important to stay busy, so Mary is always volunteering in the community and getting involved at her church to help with events. • She wishes she could be closer to her only son and granddaughter but doesn’t have the funds to move. • She loves going shopping and picking up little outfits and toys for Sydney whenever she can!

• Even though they are far apart, mail brings them closer together. • Mary’s husband died a few years back, so it’s just her and Rosy (her little terrier).

This is a new beginning, and things will change.

THE OLD BRAND GRID

USPS

THE NEW BRAND GRID

APS

REPOSITIONING STATMENT The United States Postal Service has always been there for you. You might have forgotten, but we are here to remind you. We are the connection of your community, the trusting eyes guarding your packages, and the friendly smile at your door. The new American Postal Service will offer you

more convenience in sending/receiving packages, 24/7 assistance, and partnerships with businesses that make your life easier while doing good for others. We are here for the modern, personable individual with a busy life.

Setting the Mood

CONNECTION

STREAMLINED

FLEXIBLE

Part Two LOGO DEVELOPMENT Logo Sketches Computer Roughs Refinements

ABSTRACT SKETCHES

WORDMARK SKETCHES

COMBINATION SKETCHES

KEYWORD INSPIRATION SKETCHES

COMPUTER ROUGHS

LOGO REFINEMENTS

AMERICAN POSTAL SERVICE

Part Three BRAND STANDARDS Primary Logo Logo Spacing Minimum Sizing Logo Variations Incorrect Usage Color Palette Typography Business System Business Applications Business Extensions

PRIMARY LOGO

AMERICAN POSTAL SERVICE

The primary wordmark is always in blue, with alternating red and blue horizontal lines that make up the logo mark. The mark pays a nod to our nationâ&#x20AC;&#x2122;s flag and colors.

LOGO CLEAR SPACE

.19”

AMERICAN POSTAL SERVICE .45”

.83”

Measurements above are expressed in inches. The outside white space border is determined by Acumin Pro size 46 letter (wordmark size).

Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds...

â&#x20AC;&#x201D; Herodotus

MINIMUM LOGO SIZING

AMERICAN POSTAL SERVICE AMERICAN POSTAL SERVICE AMERICAN POSTAL SERVICE AMERICAN POSTAL SERVICE

Minimum size should be no smaller than 137 pixels in width by 42 pixels in height.

LOGO VARIATIONS

AMERICAN POSTAL SERVICE

Logo may be used as the full combination mark

Logo mark may be used on its own

Logo mark may be used in solid colors on coordinating backgrounds

Logo mark may be monochromatic when being placed on colored backgrounds. Use best judgement in regards to using the blue or black.

INCORRECT LOGO USE

AMERICAN POSTAL SERVICE

DO NOT inverse colors.

DO NOT move around elements of logo or left align.

DO NOT outline logo.

AMERICAN POSTAL SERVICE

DO NOT use another typeface.

AMERICAN POSTAL SERVICE

AMERICAN

DO NOT use red as a primary logo color, red is only to be used as a complimentary color.

DO NOT separate wordmark.

POSTAL SERVICE

AMERICAN POSTAL SERVICE

american postal service

DO NOT flip logomark and wordmark.

DO NOT use lowercase.

COLOR PALETTE

Blue and red are our brand’s primary colors. White, gray and black are our secondary colors and may be used at designer’s own discretion.

PMS 7687 C CMYK 100 90 10 0 RGB 37 64 143 HEX #25408f

PMS 7621 C CMYK 18 100 90 9 RGB 188 27 45 HEX #bc1b2d

PMS Pantone White CMYK 0 0 0 0 RGB 255 255 255 HEX #ffffff

PMS P 179-11 C CMYK 0 0 0 73 RGB 103 104 107 HEX #67686b

PMS Pantone Black CMYK 0 0 0 100 RGB 0 0 0 HEX #000000

T YPOGRAPHY

ACUMIN PRO REGULAR ACUMIN PRO BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

all caps

leading 46 pt

AMERICAN POSTAL SERVICE

weight bold size 46pt

tracking 0 pt

Part Four BRAND APPLICATIONS Business System Delivery Vans Phone App Uniforms Free Boxes Delivery Airplanes Office Interior Design

BUSINESS SYSTEM

DELIVERY VANS

New delivery vans that are compact and smaller so more drivers are out on the road handling a select number of deliveries for a more personalized customer experience.

PHONE APP

Aps

An updated phone app with up to the minute package tracking, the ability to schedule pick ups/deliveries and manage all of your mail in one place.

UNIFORMS

A total makeover of uniforms. The new APS workers are your local neighbors. These new versatile polos are comfortable for long shifts, identifiable, and make customers feel like they are receiving mail from their friend, not just any old unidentifiable uniform. 55

FREE BOXES

Modernized, color blocked free postal service boxes that stand out from all those amazon boxes. A fun and fresh new take on the outdated basic utilitarian design.

DELIVERY AIRPLANES

A modern facelift to APS air delivery planes. The color blocking effect ties in with the other applications and makes the planes stand out amongst the crowd.

OFFICE INTERIOR DESIGN

Newly updated and modern postal service office locations.

Part Five BRAND EXTENSIONS Modern Mailboxes APS X Salvation Army APS X Etsy

FINGER RECOGNITION LOCK MAILBOXES

Finger print locked mail boxes so you know your mail is safe and secure after delivery.

Logo designed in modern way that flows with mailbox design.

Round universal locks that APS delivery personell have to open any APS mailbox, and a fingerprint lock for owners for easy use. Fingerprint lock will open both standard mail and package sections.

PARTNERSHIP WITH SALVATION ARMY

Partnering with the salvation army, aps will provide free boxes and package pick up for donations to local community salvation army locations.

PARTNERSHIP WITH ETSY

Partnering with Etsy shop owners will give more awareness of APS as a brand for people to trust. Etsy makers create one of a kind products and partnering with APS as their main delivery provider would give them discounts on shipping, guaranteed personable delivery and happy customers. 66