usps rebrand

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Graphic Standards Manual domingo valdez

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A Rebranding of the USPS

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Page 1: USPS Rebrand

Graphic Standards Manualdomingo valdez

Page 2: USPS Rebrand

contents

INTRODUCTION

RESEARCH

LOGO DEVELOPMENT

BRAND APPLICATION

the usps

target audiencemind mapping

sketchesthe wing rebirth of the eaglefirst draft logostype studiessecond draft logoscolor studiesthird draft logosrebirth of the eagle pt. 2primary logologo standards

corporatepackagingenviromentmobilelarge scale signageappareltransportation

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1012131415161718192122 24262830313234

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who we are...

contents

what we do...The history of the United States 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 itselfto better serve its customers. The United States Postal Service: An American History tells this story and introduces you to people, events, and developments affecting postal and national history.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 United States 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. United States postal workers take pride in processing, transporting, and delivering the mail to the people of our great country.

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researching the

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researchtarget audience

As part of the target audience of the United States Postal Service, I’ve always had a neutral view of what the company was. I almost have a “I don’t care, what about them” point of view. I’ve grown up to think of them as a general service that just gets done, similar to paying for water, gas and electric for your home. I’ve only had to visit the post-office a handful of times and most of the time it was for the package that I wasn’t home to sign for or my grandmother needed stamps to send her checks for bills. After visiting the post office I saw a somewhat organized system in where people can send and receive mail and packages. Customers usually walk in and look around

for a few moments to see where they have to go. The customer’s confusion can be solved by more easily labeling and sectioning the different services offered. When dealing with customer’s employee’s tend to be short, and almost disgruntled that the customer doesn’t know how to sign, package, or properly label their mail or package to be serviced. Customers shouldn’t be made to feel stupid when requesting service. The only good thing I found easily accessible and readily recognizable were the drop-off bins for letters and packages positioned outside of the post office. I believe that somehow this icon can be turned into a cornerstone of their services.

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research mind-mapping6

mail gov. docs dmv

driverlic

id

passport

lic platesinfrequent

unwanted

latelost

schemes

neighborhood

city info

retail

furniture malls

food

services

comm. service

sweepstakes

winner

bills

letters

pen palsrelatives

grandma

grandpa

lovecoupons

junk

newsletters

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research 7

service

p.o. box mail

stamppackage

private

securemultiples

junk

bills letters

unwanted

paid

tradition

custom

patriotic

kids

older

love

coupons

slow

lick

collecting

regionaldesigndrop-off

tracking

print athome labels

secure

mind-mapping

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research8

service

p.o. box mail

stamppackage

private

securemultiples

junk

bills letters

unwanted

paid

tradition

custom

patriotic

kids

older

love

coupons

slow

lick

collecting

regionaldesigndrop-off

tracking

print athome labels

secure

mind-mapping

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logo development

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logodevelopment

the postmark eagle badge postmark + badgetradition honor moving forwardRedefining the postmark proved to be the an essential part in re-integrating the postal service into our digital lives. By re-desiging a new digital postmark which can be instantly recognizable and still carry the history of the united states postal service.

The eagle badge was created to give the people of the united states postal service a symbolic representation of what they believe in when they are delivering the mail. The eagle moving forward signifies the determination of the usps in delivering your mail to its destination no matter what.

Combining the new postmark and eagle badge proved to be a milestone in re branding the usps. The new logo represented both the tradition of the postmark and the new representation of honor that is bestowed on the people that deliver your mail.

sketches10

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logodevelopment

moving envelope envelope + markspeed fast serviceThe usps prides itself on safety, security, and speedy, With a moving envelope with trails behind it signify all three of these elements in three simple shapes.

By combining the three elements along with a familiar icon, a stronger meaning in the logo is created.

sketches

postal truck markfamiliarNot always familiar with thier postal service deliverer, one icon that is emblazoned in the minds of those who use the usps is the familiar logo on the sides of the truck. Using these silhouettes further strengthens the presence of the usps in the minds of our customers.

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logodevelopment the wing

angled wing arched wing waving wingproud movement friendlyThe sharp angle of the wing shows sturdiness and self-confidence. Being able to know that your mail will be delivered by men and women who know that they can safely deliver your mail.

The usps prides itself on safety, security, and speedy, With a moving envelope with trails behind it signify all three of these elements in three simple shapes.

The wave in the wing shows the eagle in-flight. Constantly moving logo gives the idea that your mail is already on its way.

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Page 13: USPS Rebrand

logodevelopmentrebirth of the eagle

slanted strokes the new eagle headoriginal sharp angles plumagethe eagle head in the original usps logo shows pride, speed, strength and determination. all these aspects became fundamental when re branding what a more modern, more ready, and more available eagle should look like.

the original logo has a specific angle exemplifying its speed and movement, this was relayed by using a very strong angle in the beak of the eagle. the beak helps make the eagle both more aerodynamic and appear more powerful.

the first draft of the eagle head re-design became too open and needed a sense of solidity. the plumage was added in the back of the eagle head and helped the logo appear less elongated.

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Page 14: USPS Rebrand

logodevelopment first draft logos

eagle badge eagle crest eagle wavehonor friendly movementthe eagle badge with the new eagle head proves to be very strong, prideful and forward moving.

the eagle crest still shows pride, but appears more friendly. the crest still represents the pride and honor of the workers of usps, but allows them to be more approachable by customers. enough to say hello and greet with a friendly smile.

the eagle wave allows more freedom to be represented in the logo. the eagle is moving forward allowing the air to flow through its wings as it flies to deliver your mail.

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logodevelopmenttype studies

helvetica gill sansclean culturedhelvetica was chosen to offer a clean look the usps, both upper case and lowercase logotype were applied to the logo. an equal balance was hard to find between the typeface and the logo’s thick strokes on the wing

the typeface was picked to add a more cultural style to the usps. this was used against the more cleaner looking helvetica

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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Page 16: USPS Rebrand

logodevelopment second draft logos

long eagle badgeless heavythe 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

shorter wings, added curve to tip for more motion and graceadded curvature to eagle head to

make logo more uniform

head pulled out of circle to create more body for eagle

circle hollowed out to make logo appear more lite

angled beak, breaks uniformity of eagle head

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logodevelopmentcolor studies

colorboldwhen 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.

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simplify itcondensethe 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

logodevelopment third draft logos

second draft logoremove inner circle, condenses logo

tension from opposite contoursclosed gap, made wing contour to head of the eagle making perfect fit

gap was opened back up and filled with type, creating a solid logo

purple was selected as primary color

strokes of eagle head were sharpened to give more variation in logo

logo has become more applicable in its shorten form

usps

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Page 19: USPS Rebrand

logodevelopmentrebirth of the eagle pt. 2

eagle head pentraditionafter 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.

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.

angles removed, stroke keeps thickness, but elongated more

neckline widened with less dramatic points

back of eagle’s head was thinned out to make it less heavy

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logodevelopment

old eagle head

rebirth of the eagle pt. 2

new eagle head

angled beak,piercing forward

two stoke designsimple & Bold

varying stroke weights, aerody-namics

curved backend stroke, noth-ing left behind

shorter head,more bold and strong,

resembles fountain pentradition of letter writing

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logodevelopment

wings contour to shape of letter “u”

italic typeface implies movement

subdued colors, prevents logo from becoming too hars

eagle head contoursto shape of “s”

slight curvature in wings, indi-cates movement, grace & speed

primary logo

the newrefreshingthe new usps logo takes a spin on the traditional logo. creating a sharp new logo 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 allows everything to fit tight and secure.

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logodevelopment logo standards

color

color levels logo

typeold but new

hierarchy no stroking

helvetica neue

a more subdued color was chosen so the logo wouldn’t become too harsh. the traditional colors of red, white and blue are still relevant to what the usps stands for as it delivers the nation’s mail and packages

usps products, services and packaging follow a color code. 50% or more of any of the logo colors will mean:

no portion or piece of the logo can be stroked with or without a fill.

the logotype can only be set in helvetica neue bold italic in a size proportionate to the eagle head and wing. all other body copy will be placed in helvetica neue with varying weights in either of the three logo colors

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ( ) ; : ? . ,

pantone 646 c

pantone 1785 c

white = standard

blue = higher level

red = highest level

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brand

application

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brandapplication corporate

domingo valdezcorporate design team

[email protected]

24022 aliso creek roadlaguna niguel, ca 92677

business card

stationary

flip-me

simple

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.

corporate stationary for inter-department use places the usps logo in the center with the included blue band to separate required info on all documentation from other.

split design of business card will lead the viewers eye to the back of card, and back to front

date to be placed .25” from blue band and .25” from right end of page

primary contact information will be flushed left .25” from top and left sides of stationary

type on card displaying information will be set in helvetica neue light 10pt

domingo valdezcorporate design [email protected]

April 24, 2012

usps corporate headquartersdesign wing

24022 aliso creek roadlaguna niguel, ca 92677

domingo valdezcorporate design [email protected]

April 24, 2012

usps corporate headquartersdesign wing

24022 aliso creek roadlaguna niguel, ca 92677

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brandapplicationcorporate

envelope

folders

clean

bold

corporate envelopes are to be clean and simple with the corporate branding laid across the top in a small strip

corporate folders for documentations will feature the halved usps logo on both the front and back of the folder

front back

domingo valdezcorporate design team24022 aliso creek rdlaguna niguel, ca 92677-3927

Laguna College of Art + Design2222 Laguna Canyon Road Laguna Beach, CA 92651

domingo valdezcorporate design team24022 aliso creek rdlaguna niguel, ca 92677-3927

Laguna College of Art + Design2222 Laguna Canyon Road Laguna Beach, CA 92651

domingo valdezcorporate design team24022 aliso creek rdlaguna niguel, ca 92677-3927

Laguna College of Art + Design2222 Laguna Canyon Road Laguna Beach, CA 92651

domingo valdezcorporate design team24022 aliso creek rdlaguna niguel, ca 92677-3927

Laguna College of Art + Design2222 Laguna Canyon Road Laguna Beach, CA 92651

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brandapplication packaging

shipping box

standard 3-4days

express 2-3days

overnight 1 day

lowest rate

most economical

fastest delivery

standard express overnighteasystandard shipping will be the cornerstone of the usps shipping 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.

express and midnight shipping boxes will be reversed out in solid colors to

differentiate from each other

sending address label

side view

angle view

receiving address label

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brandapplicationpackaging

large envelope expressstandard overnight

standard 3-4days

express 2-3days

overnight 1 day

lowest rate

most economical

fastest delivery

2-3 days next dayeasymailing larger format, time sensitive, or unbendable documents will be mailed through the usps large envelopes. the crush proof envelopes will prevent documents from being mishandled by others and ensure secure delivery

14”

10”

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brandapplication enviroment

street-lamp alternate colorstwo-parttwo-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 head will be either white, blue or red with a background of another primary logo color

6ft

6ft

color scheme of eagle wing can only be paired with same color scheme of eagle head

banners with white background will have border consisting of same color as logo

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brandapplicationenvironment

street-lamp alternate colorsfour-partconsecutivefour-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 scheme follows same as two-part banners. eagle head, wing and letters usps will all consist of same fill with one other primary logo color as background.

6ft

6ft

color scheme of first two banners can only be paired with last two banners of same color scheme

banners with white background will have border consisting of same color as logo

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brandapplication mobile

mobile appinstantthe 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

to prevent customer confusion, the usps app will be minimal and provide the core services the usps provides

Track

About

Pickup

Zip Codes Free Supplies

Prices Locations

ZIP

Scan Hold Mail

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scan barcode

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brandapplicationcorporate

signage

signage

outdoor

corporate

proposed outdoor signage consisting of 4 split banners each containing a portion of the usps logo

3d rendering of proposed outdoor signage for corporate headquarters

6ft

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brandapplication apparel

men’s uniformssimple + comfortable

cool weather wamr weather accessories

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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

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cool weather wamr weather accessories

brandapplicationapparel

women’s uniformssimple + comfortable

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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.

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brandapplication

inner-city delivery urbran delivery air delivery

transportation

scooter electric car carrier jetthe scooter will mainly be used during inner-city delivery to prevent delay on express and next day delivery items. with its small size the scooter will be able to weave through traffic where others in larger vehicles can not.

the electric car will handle a majority of the delivery work-load when delivering mail and packages. its lightweight and fuel efficientcy will allow postal workers to focus on the delivery of mail and pack-ages

carrier jets will transport all mail across the country when needed to ensure that the mail arrives safely, securely and with speed.

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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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