Delivered.
CONTENT LIST 1.0 Corporate Communication 1.2 1.3 1.5
Company History U.S.P. Competition
2.0 Identity 2.2 2.3 2.6 2.7
Logo Legal Mark Integrity Unacceptable Usages
5.0 3.0
Applications 5.1 5.14 5.17 5.27
Color 3.1 3.2 3.3 3.4 3.5
PMS Colors Process Color Breakdowns 1 Color and B&W Versions Identity on Colors or Photos Unacceptable Usages
Print Pieces Digital Assets Environment Industry Specific
4.0 Support System 4.1 4.3 4.5 4.7
Tagline Secondary Graphics Typography Photography
U.S. POST VISUAL IDENTITY GUIDE
1.0 Corporate Communication Corporate Communication focuses on how organizations handle their internal and external communications amid the complexities of the modern world. Corporate communications departments play a key role in how investors, employees and the general public perceive a company. They often report directly to a company’s chief executive officer and serve as advisers in managing a company’s reputation. They help leaders prepare for media interviews, develop messages to deliver to investors and employees and suggest new initiatives to keep companies on the cutting edge of communication with their stakeholders.
Description
Creator/Photographer Medium Culture
1.0 Corporate Communication | 1.1
In this image an unidentified city letter carrier delivers mail to a woman along his route. Unidentified photographer Black and white photographic print American
Geography
USA
Date
1908
U.S. POST VISUAL IDENTITY GUIDE
1.2 Company History
In the more than two centuries since Benjamin Franklin was appointed our first Postmaster General in 1775, the Postal Service™ has grown and changed with America, boldly embracing new technologies to better serve a growing population. We hope you enjoy exploring our rich history. In the early years of the North American colonies, many attempts were made to initiate a postal service. These early attempts were of small scale and usually involved a colony, Massachusetts Bay Colony for example, setting up a location in Boston where one could post a letter back home to England. Other attempts focused on a dedicated postal service between two of the larger colonies, such as Massachusetts and Virginia, but the available services remained limited in scope and disjointed for many years. For example, informal independently-run postal routes operated in Boston as early as 1639, with a Boston to New York City service starting in 1672.
A central postal organization came to the colonies in 1691, when Thomas Neale received a 21-year grant from the British Crown for a North American Postal Service. On February 17, 1691, a grant of letters patent from the joint sovereigns, William and Mary, empowered him: “To erect, settle, and establish within the chief parts of their majesties’ colonies and plantations in America, an office or offices for receiving and dispatching letters and pacquets, and to receive, send, and deliver the same under such rates and sums of money as the planters shall agree to give, and to hold and enjoy the same for the term of twenty-one years.”
Despite being limited to serving only the US, the United State Postal Service is the second-largest civilian employer in the United States after Wal-Mart, and owns the largest civilian vehicle fleet in the world. The USPS shipping company posted a 2010 revenue of $67.05 billion, and employs close to 600,000 people.
1.2
1.3 U.S.P.
U.S. Post is the first solution for U.S. global mailing services.
We’re transforming our business by anticipating and embracing future changes in technology and mailing preferences. Through research studies and strategies, we’re actively and continually maintaining the position of America’s first choice as mailing services. 1.0 Corporate Communication | 1.3
U.S. POST VISUAL IDENTITY GUIDE
1.4
1.5 Competition
When looking at the mailing and delivery business, we can’t ignore the newly rising companies and the postal services form the countries around us. We are also including the services which people use the most when they are online shopping. Despite being limited to serving only the US, the United State Postal Service is the second-largest civilian employer in the United States after Wal-Mart, and owns the largest civilian vehicle fleet in the world. The USPS shipping company posted a 2010 revenue of $67.05 billion, and employs close to 600,000 people.
1.0 Corporate Communication | 1.5
U.S. POST VISUAL IDENTITY GUIDE
United Parcel Service, Inc.
FedEx Corporation
Only Delta Air Lines owns a larger civil aircraft fleet in the world, helping make FedEx Corporation a top-three shipping company worldwide. Founded in 1971, Memphis based FedEx has a number of colorfully inspired commercials and has naming rights to the Washington Redskin’s American football stadium, coined FedEx Field.
An awesome line of commercials featuring “the Whiteboard” helped make the United Parcel Service a pop culture hit. It helped that the ads were incredibly easy to produce, requiring only creator Andy Azula, a whiteboard and a brown marker.
DHL Express
UPS reportedly delivers more than 15 million packages a day to 6.1 million customers in more than 220 countries and territories worldwide. With a large fleet of its trademark brown trucks and a fleet of over 200 aircraft, UPS certainly has the goods to deliver your shipment on time.
When co-founders Larry Hillblom, Adrian Dalsey and Robert Lynn created DHL as a courier service between San Francisco and Honolulu in 1969, we doubt they even dreamed they’d one day be one of the top shipping companies in the world. But that’s exactly what they are, as DHL express employs about 500,000 people worldwide.
1.6
2.0 Identity In the more than two centuries since Benjamin Franklin was appointed our first Postmaster General in 1775, the Postal Service™ has grown and changed with America, boldly embracing new technologies to better serve a growing population. We hope you enjoy exploring our rich history.
U.S. POST VISUAL IDENTITY GUIDE
2.0 Identity | 2.1
U.S. POST VISUAL IDENTITY GUIDE
2.2 Logo
The US postal service has been around for more than 200 years, the logo is designed to recall the great traditions of American Postal Service. We are trying to contain the trust, the diligence, the integrity and the loyalty in the brand. It is also based on a handwriting word mark, which brings a warm and trustworthy feel to the brand. For the correct use of the logo, it should always be in solid color. There should be absolutely no 3D effect, color gradient or shadow applied to the logo. Any stretching or blurring effect to the logo should also be avoided.
2.2
2.3 Legal Mark
A service mark or servicemark is a trademark used in the United States and several other countries to identify a service rather than a product. When a service mark is federally registered, the standard registration symbol ® or “Reg U.S. Pat & TM Off” may be used. Before it is registered, it is common practice (with some legal standing) to use the service mark symbol (a superscript SM). —The official definition in U.S. federal law is at 15 U.S.C. 1127.
2.0 Identity | 2.3
U.S. POST VISUAL IDENTITY GUIDE
2.4
2.0 Identity | 2.5
U.S. POST VISUAL IDENTITY GUIDE
2.6 Integrity
Baseline and Heights Cap Height
X
A logo should be treated like a “china doll�, treat it carefully, never distort it and always show it the respect it deserves, as it is the single defining image that represents your company to all of those who come in contact with it. They say a picture is worth a 1,000 words, a company logo should be treated no differently.
Baseline
Clear Space
.25 X
.25 X
.25 X
X
It is acceptable to use less than .25x clear space when space is dictated by other parties or is very restricted. But for consistency, .25x should be the preferred standard for all marketing and design applications.
.25 X
Minimum Width
5 mm
2.6
2.7 Unacceptable Usages
The U.S. Post logo shouldn’t be put at any angle, or stretched in any way. It should never be altered in any way either. For the correct use of the logo, it should always be in solid color. There should be absolutely no 3D effect, color gradient or shadow applied to the logo. Any stretching, smudging or blurring effect to the logo should also be avoided.
2.0 Identity | 2.7
U.S. POST VISUAL IDENTITY GUIDE
“The logo is the closest depiction of a company’s brand equity, so can justifiably be argued as a medium of marketing communications”. —Gordon Benzie
2.8
U.S. POST VISUAL IDENTITY GUIDE
3.0 Color The logo should never be put at any angle, or stretched in any way. It should never be altered in any way either. For the correct use of the logo, it should always be in solid color. There should be absolutely no 3D effect, color gradient or shadow applied to the logo. Any stretching, smudging or blurring effect to the logo should also be avoided.
3.1 PMS Colors
Primary Colors
PMS 186 PMS 286
Secondary Colors
PMS 170 PMS 283 PMS 429 PMS 572 PMS 568
The primary colors of our new brand is the colors of the American Flag. A primary red and a noble navy blue. Based on these two primary colors, we are going to use a few complimentary colors as out secondary colors. The secondary colors will be conveniently used in different places to increase the variety of the visual system.
3.0 Color | 3.1
U.S. POST VISUAL IDENTITY GUIDE
RGB: 207, 32, 46 CMYK: 12, 100, 92, 3 #cf1f2e RGB: 36, 61, 148 CMYK: 100, 91, 2, 1 #233d93 RGB: 245, 134, 114 CMYK: 0, 59, 51, 0 #f48572 RGB: 150, 192, 230 CMYK: 39, 14, 0, 0 #96bfe6 RGB: 163, 170, 173 CMYK: 38, 27, 27, 0 #a2aaad RGB: 164, 217, 208 CMYK: 35, 0, 21, 0 #a4d9d0 RGB: 207, 32, 46 CMYK: 12,100,92,3 #cf1f2e
3.2
3.2 Process Color Breakdowns
3.3 1 Color and B&W Versions Black
Black and one of the primary colors are preferred. Secondary colors can be used. But any color not from the color chart should not be used. PMS 186
PMS 286
PMS 429
3.0 Color | 3.3
U.S. POST VISUAL IDENTITY GUIDE
3.4 Identity on Colors or Photos
3.4
3.5 Unacceptable Usages
The logo should never be used in a color gradient. It should never be used on a pattern or complicated background either. The backgraound should be a clean and solid color.
3.0 Color | 3.5
U.S. POST VISUAL IDENTITY GUIDE
4.0 Support System
Supporting visuals are very important to a visual system. We are using graphic, photographic and typographic elements to complete the identity’s visual system. The supporting system is serving as complements for the identity, and is helping to establish what the identity is trying to communicate with the audience, and make it’s purpose more clear to them.
4.1 Tagline
Delivered. As simple as it looks likem “Delivered�, just like that, confident, and proud. No matter raining or snowing, no matter what is happening, no matter where you live, you can expect a mail or package delivered as they should be by a U.S. Post carrier.
4.0 Support System | 4.1
U.S. POST VISUAL IDENTITY GUIDE
4.2
4.3 Secondary Graphics
4.0 Support System | 4.3
U.S. POST VISUAL IDENTITY GUIDE
A series of patterns inspired by the cancellation stamp are designed to provide a variety of selection for visual support. This series of patterns is trying to communicate the new corporate image with the user, the image of an innovative, young, and inspirational new postal service.
4.4
4.5 Typography
Rockwell is a strong looking slab serif, which provides a steady and trustworthy image for the brand. Gotham as a geometric sans serif, is a nice supporting type for the geometric slab. Gotham is also a nice choice for body text.
Primary Typefaces Post Slab bold / Post Slab regular Point Size 12 / Leading 16 / Tracking 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-<>?;’., ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-<>?;’.,
4.0 Support System | 4.5
U.S. POST VISUAL IDENTITY GUIDE
Secondary Typefaces
Post Sans bold / Post Sans regular / Post Sans light
Point size 9 / Leading 12 / Tracking 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-<>?;’., ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-<>?;’., ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-<>?;’.,
4.6
4.7 Photography
The idea behind this photographic style is to create a feeling of world traveling, the kind of feel that would encourage you to use U.S. Post to send your trust to anywhere in the wowrld. The photos should be natural, not too generic, but also not posed, or studio generated. People is the main element in these photos, and they are happy. Some elements from the postal service, a package, a truck or a friendly carrier is also welcome in this system.
U.S. POST VISUAL IDENTITY GUIDE
4.0 Support System | 4.8
U.S. POST VISUAL IDENTITY GUIDE
5.0 Applications Now that we have established the identity, the colors and the support elements for our visual system, the final step is to apply them on products and environments, to create a visual reality where our new brand lives in. The applications are going to communicate the same idea of a new, innovative, futuristic image of the postal service. The application part of an identity system is not only the most important part, but also the part with the most fun. Letâ&#x20AC;&#x2122;s see what we can apply our new identity to.
U.S. POST VISUAL IDENTITY GUIDE
5.1 Print Pieces
System Grid Grids are like the invisible glue that holds a design together, so whether you work in print or on the web you need to understand grid theory. Itâ&#x20AC;&#x2122;s always best to start a grid before designing anything.
5.0 Applications | 5.1
50.8 mm
3 Piece Stationery Set Cards are printed on both sides. The only part of the template that should be edited is the name, the title, the email address and the phone numbers. The letterhead is on the next spread.
88.9 mm
Megan J. Brennan Postmaster General
Line Mobile
206.244.3220 206.315.5037 475 Lâ&#x20AC;&#x2122;Enfant Plaza SW Washington, DC 20590 mbrennan@uspost.com uspost.com
5.0 Applications | 5.3
50.8 mm
U.S. POST VISUAL IDENTITY GUIDE
88.9 mm
Megan J. Brennan Postmaster General
Line Mobile
206.244.3220 206.315.5037 475 Lâ&#x20AC;&#x2122;Enfant Plaza SW Washington, DC 20590 mbrennan@uspost.com uspost.com
5.4
Time: 12:50 PM EST Date: Jan 20, 2016 800.275.8777 475 Lâ&#x20AC;&#x2122;Enfant Plaza SW
Subject: Welcome
Washington, DC 20590
Dear Kim Stanley Welcome to our Team! It is a pleasure to welcome you to the staff of US POST. We are excited to have you join our team, and we hope that you will enjoy working with our company. On the first Monday of each month we hold a special staff lunch to welcome any new employees. Please be sure to come next week to meet all of our senior staff and any other new staff members who have joined us this month. Alice Peters will email you with further details. If you have any questions during your training period, please do not hesitate to contact me. You can reach me at my email address or on my office line at 244.3220. Warm regards,
uspost.com
Page 1 / 1
5.0 Applications | 5.5 3 Piece Stationery Set
Gotham Light 8/12; Rockwell Bold 8 / 12 (Shown at 84%).
Megan J. Brennan Postmaster General and Chief Executive Officer
U.S. POST VISUAL IDENTITY GUIDE
5.6
Postcards U.S. Post is also trying to communication a feeling of trustworthy in the poster designs. The message is clear: no matter what weather it is, no matter where you live, a smiling carrier will deliver your mail to you on time.
5.0 Applications | 5.7
U.S. POST VISUAL IDENTITY GUIDE
5.8
U.S. POST VISUAL IDENTITY GUIDE
Posters Posters can be put inside the post office, or out on the streets. Itâ&#x20AC;&#x2122;s a good way to display the new design and new concept of the organization. The new posters are showing friendly U.S. Post employee delivering a package to a satisfied customer, a happy client or a hardworking courier crossing flooded lands to deliver a mail.
5.0 Applications | 5.10
Billboards A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. The largest standard-size billboards, known as Bulletins,
5.0 Applications | 5.11
are located primarily on major highways, expressways or principal arterials, and command high density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative â&#x20AC;&#x153;customizingâ&#x20AC;? through extensions and adornment. Posters are the other common form of billboard advertising, located mostly along primary and secondary arterial roads. Posters are a smaller format than bulletins and are viewed principally by residents and commuter traffic, with some pedestrian exposure.
U.S. POST VISUAL IDENTITY GUIDE
5.12
5.0 Applications | 5.13
U.S. POST VISUAL IDENTITY GUIDE
5.14 Digital Assets
Mobile App The app is basically a mobile version of the touchscreen software, providing a series of convenient services.
5.14
5.0 Applications | 5.15
U.S. POST VISUAL IDENTITY GUIDE
Website The website contains more functions than the app of course. Users can find everything they care about the postal service on this website. Main features are easy to access right on top of the homepage, and the most visited links are within the reach.
5.16
5.17 Environment
The post office is a place where U.S. Post can have all their identity displayed. Including interior and exterior design, uniforms, service devices, posters and information displays.
5.0 Applications | 5.17
U.S. POST VISUAL IDENTITY GUIDE
5.18
Self-service station
Cafe area 5.0 Applications | 5.19
U.S. POST VISUAL IDENTITY GUIDE
Self-service station The touchscreen is the main equipment in the self-service station. It has easy access to a series of services customers most likely to use. The station also provides glue, forms and other conventional supplys, and serves as a regular self-checkout counter.
5.20
Postal Van The design of the U.S. Postâ&#x20AC;&#x2122;s vehicles should be clean, practical, friendly, recognizable, and represents the spirits of American postal service.
5.0 Applications | 5.21
U.S. POST VISUAL IDENTITY GUIDE
Postal Trailer The design of the U.S. Postâ&#x20AC;&#x2122;s vehicles should be clean, practical, friendly, recognizable, and represents the spirits of American postal service.
5.22
Uniforms Polo shirt + cap The uniform is cool, practical, sweat absorbing, and sun-shading. It consists of a cap, a polo shirt, a pair of jeans.
5.0 Applications | 5.23
U.S. POST VISUAL IDENTITY GUIDE
Apparel The apparel is fashionable and ready to , yet practical. Boots are suitable for all terrain, and hoodie is comfortable in all weather. Messenger bag keeps all the mail clean and dry, a nice wool scarf keeps the carrier warm and comfortable.
5.24
U.S. POST VISUAL IDENTITY GUIDE
Promotional Tees T-shirts come with funny lines or just the logo alone.
5.0 Applications | 5.25
5.27 Industry Special
Cargo Plane The new U.S. Post cargo planes are fresh and innovative. The use of the corporate color makes it recognizable. The engine patterns create a sense of motion, and the tail paint creates a feel of flying.
5.0 Applications | 5.27
U.S. POST VISUAL IDENTITY GUIDE
5.28
Shipping Boxes The containers are kept clean and simple. They are as corporate, reliable as it can be. Plus, although this project doesnâ&#x20AC;&#x2122;t have a budget, mail customers still want their service afordable.
5.0 Applications | 5.29
U.S. POST VISUAL IDENTITY GUIDE
5.30
1016 mm 508 mm
Mail Box The use of the primary colors of the corporation make the mail collectors easy to identify on the streets.
5.0 Applications | 5.31
U.S. POST VISUAL IDENTITY GUIDE
Stamps A set of stamps with Americaâ&#x20AC;&#x2122;s top designers and artists.
RE
A
N
HARY DELO
A
P
JO
ZAC
D
Michael Kors
HN
U L
R A
USA 5.32
N
Postcard Lamps The postcard lamp series is made of postcards from the post office that has no way to deliver for various reasons.
5.0 Applications | 5.33
U.S. POST VISUAL IDENTITY GUIDE
Mailbag High capacity heavy duty messenger bag
Scarf Fashionable and warm, a good gift for friends and family.
5.34
Our Mascott The new mascot of the mail service. Smart, quiet and reliable, carrying your mail anywhere, day and night.
5.0 Applications | 5.35
U.S. POST VISUAL IDENTITY GUIDE
Cliff the Owl. 5.36
Name Michael Oliver
ID Card The U.S. Post empoyee ID card can be easily incerted in the scanner and carried around by the employee.
5.0 Applications | 5.37
ID Number LSD245601
MAIL CARRIER
U.S. POST VISUAL IDENTITY GUIDE
Scanner U.S. Post is launching a series of new gadets to keep up with the time. the new scanner has multi functions on it. itâ&#x20AC;&#x2122;s a smart gear, light-weight, and easy to operate.
5.38
Stamp Printer The stamp printer can work alone, but it is also built-in in the self-service stations. After paying the postal fee, and choosing the design, the printer can print out the stamps of your choice instantly.
5.0 Applications | 5.39
U.S. POST VISUAL IDENTITY GUIDE
Pad Stamp A priority mail stamp with the new design.
5.40
Full Stationery Set A corporate stationery set designed to emphasize the spirit and functions of the U.S. Postal Service.
5.0 Applications | 5.41
U.S. POST VISUAL IDENTITY GUIDE
5.42
Wrist Band The wrist band works with your cellphone or the scanner, providing important reminders and warnings regarding the mail service. It can also be used as a reminder for emails.
CD Cover
5.0 Applications | 5.43
Calendar
U.S. POST VISUAL IDENTITY GUIDE
Thumb Drive
Tape Dispenser
5.44