BPOST Design & Branding BPOST BRAND IDENTITY by Interbrand Group

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Industry Postal, Courier, Shipping & Freight services
Media Design & Branding
Market Netherlands
Agency Interbrand Group
Director Patrick Stal
Designer Claire-Jean Engelmann, Alexanda Hulme, Dominik Streich
Released June 2010

Credits & Description

Category: Consumer Services
Advertiser: BPOST
Date of First Appearance: Jun 17 2010
Entrant Company: INTERBRAND, Amsterdam, THE NETHERLANDS
Group Executive Creative Director: Andy Payne (Interbrand)
Creative Director Amsterdam: Markus Blankenburg (Interbrand)
Executive Creative Director Paris: Hélène Causse (Interbrand)
Senior Designer: Jean-Jaques Charrais (Interbrand)
Designer: Claire-Jean Engelmann (Interbrand)
Designer: Alexanda Hulme (Interbrand)
Designer: Dominik Streich (Interbrand)
Director: Patrick Stal (Interbrand)
Media placement: Stationary - Offices And Headquarters - June 17, 2010
Media placement: Business Cards - Employees And Headquarters - June 17, 2010
Media placement: B.inspired Brand Book - Employees And Headquarters - June 17, 2010

Describe the brief from the client
A few months ahead of the full liberalisation of the Belgian postal market on January 1st 2011, and facing increased competition beyond its borders, Belgium’s national postal operator and the country’s second largest employer (more than 35,000), “De Post-La Poste”, sought to evolve its brand for closer alignment to a renewed mission and positioning. We were asked to develop a new name, brand strategy, and visual and verbal identity that unlocked the value behind the business strategy, and signalled to the world that the business was ready to compete after full market liberalisation.

Describe the challenges and key objectives

The challenges in re-branding the Belgian Post seemed significant. Being the country’s second largest employer, semi-government owned and dealing with strong unions and a universal service obligation meant that the potential for political stagnation was present. The objectives had however always been laid out: "create a brand that will take the Belgian Post into the 21st century". A common understanding that this project was at the core of the brand’s future existence created one of the most important factors for success: internal and external buy-in.

Describe how you arrived at the final design
A name with Anglican roots surpassed the lingual barriers in Belgium and kept the company’s heritage in tact: bpost has replaced De Post-La Poste. The visual and verbal identity has been modernised to represent a dynamic company in a complex and modern world. The new logo remains very recognisable because it is rooted in the heritage which evokes trust and confidence, while adding movement, and energy. The new flexible brand expression perfectly combines the provenance and high recognition of a heritage brand, with added emotion and dynamism way above that which is currently represented in the logistics sector.

Give some indication of how successful the outcome was in the market
Since the launch, the bpost brand has set a new standard in Europe’s postal market, moving the sector from motion to emotion. The new brand has been widely accepted and celebrated in Belgium to the surprise of many stakeholders. Awareness and acceptance figures shortly after launch were impressive. The identity had 88% awareness and 63% affinity within weeks of a soft launch without a benefit of a national campaign. The introduction of the new identity at more than one thousand locations, more than six thousand vehicles, 20,000 uniforms as well as on post boxes and further touchpoints, is currently underway.