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.
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 serve as the backbone for future business ventures. This became the launching for my brand development of the new USPS. Postal service spokesperson Judy de Torok said, “Our goal is to have mail remain relevant
‘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
to the American public... for us the challenge is, how do we continue to
posts, a wider range of topics being discussed, and
reach customers in the electronic world?” I asked
most importantly - more followers. The statistics
myself the same question and began to research.
ultimately proved that the USPS was still anchored
My first research began on the internet. I started
at a forgotten harbor while their competitors boldly
comparing the USPS’s Facebook page to their
(and successfully) navigated the proverbial waves
top competitors: FedEx and UPS. Immediately, I
of digital evolution. Clearly, It is time for the United
noticed their competitors had remarkably higher
States Postal Service to make a change.
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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
ArtHouse Co-Op.
text message, or online chat
• Improved company and corporate
Postal Service is dedicated to
• Special online promo offers
providing exceptional customer
• Improved tracking for packages
service. Our goal is to cultivate
• Personalized text messages and emails
an enjoyable environment from a
sent when package is sent, being
physical and digital platform.
shipped and delivered
non-profit organizations such as
accounts with magazines and other
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.
- Interiors feel dead on the inside, not unlike the DMV. - Much neglected self help kiosks. - “Take a number� feels soul crushing. - Employees overall friendly
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- 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
Facebook Banners
Social Media Analysis Social Media Analysis USPS
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 company
USPS begins their statement with “we”. The only one
in the world. Our retail network is larger than
to mention other competitors. Possibly unfriendly
McDonald’s, Starbucks and Wal-Mart combined. The
albeit impressive. Seems to be a lack of human
cost of a stamp is 45 cents, while other major posts
spirit. Focus on numbers. The banner is sleek and
average 93 cents for theirs”
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 why we
Statement begins with “everyone”. Shows an
offer a wide range of services and information right
awareness for their audience’s different needs and
here on Facebook. Everything from Sports to Social
offers solutions up with convenience and friendliness.
Responsibility”
The logo is applied to a jet in the sky invoking a sense of direction and movement. It feels reliable.
Begins statement with “welcome”. The only one to “Welcome to the official UPS Facebook page - the
begin theirs with a genuine greeting. The banner
place to talk about logistics. See how the power of
has a very positive message with a clipping mask of
logistics can revolutionize the way you do business
different people. This is the only one with a human
and the way you live.”
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.
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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
3.01
Research \ USPS Corporate Identity Target Audience
Demographics The table to the right is taken directly from USPS.com. It shows the breakdown
Correspondence Mail Received and Sent by Type of Internet Access Type of Internet Access
Received
Sent
Broadband
5.4
1.6
Dial - Up
4.6
1.7
None
3.4
1.4
.9
1.6
of households with internet access in relation to median income and education.
Average4
Income and Education by Type of Internet Access Type of Internet Access
Median Income
% w/ College Degree
Broadband
70,368
43%
Dial - Up
49,189
24%
None
24,526
13%
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The Analysis
“Households with Internet access (broadband or dial-up) receive more transactions mail than households without Internet service, even though having an Internet connection at home should make transactions more susceptible to electronic diversion. This apparent contradiction is explained in large measure by the fact that household Internet access is strongly correlated with income and education.� - About.USPS
The same table throughout the years have shown an increase in internet use (especially Broadbrand) among USPS customers. This proves that the USPS should be catering to the ever emerging digital audience. In doing this,
The Projected Demographic Age: 18 - 36 Education: Some College Transportation: Car, bicycle, public bus
the USPS will be expanding their audience. Internet Use: Broadband Internet-Accessible Utilities: PC, iPhone, iPad, some video game console (Playstation/XBOX) Social Media Platforms: Facebook, Twitter, Instagram, Tumblr, Flikr, Pinterest, Reddit
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
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actors, politicians, leaders, religious
inuential people
portraits
measurements
illustration
strange taste
e
stamps
paper pen/pencil/ heart
contents
mail man
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 Early Sketches
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, so I could get extinguish all the concepts that would not work. Early sketches focused on the letter itself, the geometric shape of the mail box, or a redesign 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 Sketches
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.
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I originally fought the feather idea
typography. Later I turned it on its side and
countless print outs of different typefaces.
thinking it looked to old fashioned for
attempted to form an eagle head in the
I tried combining a bold sans serif with
my purpose, As you can see in the
negative space. This proved too challenging,
a delicate script font to indicate a hand
development sketches, I still draw the
and too close to the original logo. I needed to
drawn quality. Once again, I found myself
eagle or the mailbox. Finally, I started
simplify as much as possible. The typography
needing to simplify. A modified sans serif
working on the feather idea. At first I had
was my favorite part to develop. I traced
would be the solution.
the logo horizontal acting a base for the
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
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
desaturated 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.
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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
Wordmark
outside elements. Sizing For printed materials, the logo should be at least .75 inch wide. Cropping The logo may be cropped for advertisements, apparel, and
Logo
mailboxes, but never for stationary or other print material.
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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, the shape of the feather is tilted in a way that implies speed and purpose arching over the wordmark.
Although the imagery itself is referencing an outdated form of communication, the overall execution of the logo propels it squarely within the modern aesthetic.
3.10
Brand Development \ USPS Corporate Identity Logo Alternates and Appropriate Use
Alternates
The Social Media Mark
The Commemorative Mark
For a business as immense
This mark is used primarily for
A rare logo, this is only used for
as the United States Postal
social media purposes. It is more
special commemorative pins for
Service, a single logo may not
conducive for scaling and stands
dedicated carriers. The double
be enough to represent each
out stronger on a monitor. This
feather represents the bond between
faction. For this reason, I created
may also be used for some
the carrier and the company.
alternate logos and outlined the
environmental design.
proper and improper use of the premiere logo.
me+ The Wordmark
The Me+USPS Mark
In some cases, such as apparel
This was designed
or environmental design, the
specifically for the Me+USPS
wordmark may stand alone. It
account. The typeface is a
should be the appropriate blue
modified Bemio. The “me”
color, white, or grey.
must be in all lowercase. The “+” must always be red.
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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 Print Collateral
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 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].
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Letterhead Specifications • 3/4 In. border around content. • 1/4 in. between contact area and address • 1.5 in. between address and greeting * 1/4 in. between greeting and copy * 3/8 in. between paragraphs • At least 1/4 in. between copy and farewell • 1 in. between farewell and bottom of letterhead
4.02
Application Development \ USPS Corporate Identity Package Design
11.5 in.
The Shoebox The shoebox is 11.5 in tall, 7in. wide and 4in. deep. 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.
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.
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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.
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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
The carrier bag is a double pocketed
Athletic, comfortable and durable for
carriers to provide added layer of
bag made of leather and canvas to
extensive walking and hiking, these
insulation for inclement weather.
withstand wear and tear. Here, the
shoes are for the most dedicated
wordmark is white.
carriers 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 the new USPS iconic pattern in order to be seen easily from across the mall.
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HQ The new location for the US Postal Service headquarters is located in a more post modern architecture.
Banners Possible ideation for banners outside of a poster service center. Makes use of the pattern and a simple message.
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
Application 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 way to bring people together.
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. The color manipulation of the
link between them. This brings a
photography and the subject
certain charm and dynamism to the
matter bring a humanly aspect
logo that may inspire a different
into the rebranding and play
perspective. Here, the feather is
on the audience’s emotions in
less about capturing the speed and
an inspiring, feel-good way. The
efficiency of the immense postal
motion of the couple reflect the
service machinery and appears as a
angle of the logo, creating a visual
sensitive, if not charming, symbol.
4.06
Application 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.
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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
color palette.
environmentally conscious customers.
4.07
Application Development \ USPS Corporate Identity Social Media: Me + USPS
USPS
me+ Hours M-F 8:00am - 8:30pm E
me+
SAT 8:00am - 6:00pm E 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
Employee Sign-In For USPS employees only
@USPSConnect
Enter ZIP Code or Addres Below
$
Calculate a Price Calculate prices by destination and more
$
CHAT WITH USPS NOW Service representatives available online and ready to help!
?
Renee Granillo 2012
Me+USPS The USPS is dedicated to keeping the process of communicating as simple and natural as possible. Me+USPS is a personalized, customized account for customers. The account will essentially give the customer a localized area to make changes to their shipment, make online purchases, monitor their balance. The aesthetic is meant to be simple and friendly in order to guide the customer 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 customers can check the status of their shipment without having to navigate away from the page.
Other benefits of Me+USPS:
• Easy to navigate interface
• Easy to access through
Facebook and Twitter
• Track a Shipment
• Find a Location
• Employee Sign-in
• Calculate a Price
• Chat with a USPS representative directly through Facebook chat
4.08
Application Development \ USPS Corporate Identity Social Media: Facebook
Welcome!
Don’t forget to write! to the USPS Facebook 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
customers. My banner makes use of the
page to it’s primary competitors, it was
no to reference to their customer base.
USPS signature envelope to illustrate the
clear it needed to be improved. Currently,
Their “likes” and interests are outdated,
simple joy of opening a letter. The pattern
their Facebook banner shows the logo
and their “about” write up lacks the
is friendly, and inviting. I also used a quirky
stagnant on a gradient tinted ground
conversational quality that attracts
script font to indicate a handwritten
Renee Granillo 2012
As the visitor navigates through the page,
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 available
in the most efficient and friendliest way
4.09
Application 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 Twitter Page
7,232 356
12,495
http//www.usps.com
TWEETS
FOLLOWING
FOLLOWERS
The new Twitter page will employ the same changes and attitude as the Facebook page. For the customers convenience, a grey bar with helpful links, and contact numbers is added on the side. Customers can also access their Me+USPS account from Twitter or
me+ Call us at 1.800.555.5555
@USPSHelp More USPS Feeds
@USPScarriers @USPSevents @USPSdeals @meandUSPS Like Us on Facebook
facebook.com/usps
Stay in touch with U.S.P.S
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 Email Password
Sign up
posts will help connect USPS to more customers.
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 Favorites Lists
link to Facebook. Finally, the hope is that more
Tweets
Join Twitter today
© 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 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.