Post Office

A concept designed for a university project.

For this project, I had the opportunity to explore and expand my skills in my favourite area of graphic design, branding. Specifically, I explored the significance of brand guidelines and how to communicate a brand’s values effectively. Our task was to choose a controversial company to research and rebrand for the project; I chose the Post Office due to the recent Horizon scandal.

Click here to view the brand guidelines.

Project Type

Logo & visual identity design

Year

2024

Concept

In my rebranding strategy, I concentrated on creating an identity that focuses on the Post Office’s rich British heritage and long history to revitalise the image of trust and reliability that they once had. This rebrand also creates a modern identity representing the company’s values, acknowledging its past mistakes and showing how it will move forward positively.

Logo

I experimented with many different options for the logomark of the identity but decided to modernise the crown icon from the original 1660 logo of the Post Office. Using negative space introduces a more modernised and stylistic approach to the brand to help represent its future progression and modern values.

While researching elements to incorporate into my crown logomark, I discovered that our current king, Charles III, uses the same crown used by King Charles II. This crown featured in the Post Office's original logo because King Charles II established the company. This helps my brand identity as it allows the logo to signify the royal routes of the Post Office and its desire to be a forward-thinking brand.

The establishment date of the Post Office has been introduced to the primary logo of the brand to highlight the brand's long and trustworthy history. The new design strikes a balance between the brand's heritage and modern identity, making it a vital service.

Colour scheme

While choosing a colour scheme for this brand identity, I explored a few options. During this development process, I found that blue was the best choice as it draws from the colours of the Union Jack. This also helps the brand stand out and convey a message of trust to consumers.

I decided to modify black as my third colour by making it a dark grey and giving it a blue hue. I did this so that it fits better with the rest of the branding and is less harsh on the eyes when used against a white background.