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Objective
In this rebranding practice, I was to create a full identity systems with applications across a variety of traditional and digital media for the U.S. Postal Services. I explored the similarities, differences, challenges and opportunities of branding a government owned organization, trying to combine a formal feeling, trust and efficiency with a sense of family.
Deliverable
Book, business set, posters, postcards,
stamps, environment, uniform, truck &
plane, packaging, website, app
The Stream of Delivery
–A Rebranding Project for the USPS \\\\\\\\\\
Approach
A red (PMS 186) and a blue (PMS 286) are carefully chosen to serve
as the main colors for this project to represent the colors on the American flag. The fabric is to resemble the postal bag, with brown paper to reflect the material of the package. Waves are decorative elements to represent a cancellation stamp. And finally the logo is in calligraphy, to add a human touch. This creates a clean, modern, efficient, yet warm and friendly new image of the postal service.
Typefaces
Rockwell, Gotham
DSC_2141
DSC_2141
DSC_2137
DSC_2137
three posters
three posters
uniform033
uniform033
truck02
truck02
office2
office2
DSC_2643
DSC_2643
box022
box022
DSC_2124
DSC_2124
DSC_2634
DSC_2634
DSC_2940
DSC_2940
DSC_2160
DSC_2160