A New Look for the US Postal Service

The United States Postal Service’s financial woes are well-documented and its relevancy often questioned. To turn that negative image around, the USPS turned to New York’s GrandArmy creative agency for help in modernizing their image. The agency worked to bring packaging, signage, and the USPS retail store experience up-to-date.

GrandArmy created a unified look to the in-store experience—from way-finding to kiosks to product and service signage. The combination of the Gothic and Knockout typefaces with the patriotic red, white, and blue color scheme creates a cohesive and sophisticated look. Borders of blue or red are used to distinguish between the different levels of mail services offered.

Shipping package design—which went through a rebrand just last year—has been further de-cluttered and takes clear advantage of all the whitespace a large packing box has to offer. The USPS mobile app underwent a similar face-lift, further unifying the look of the shopping experience, whether online or in person.

It remains to be seen if this visual overhaul will help keep this venerable institution relevant and modern. If snow, rain, and the gloom of night can’t “stay these couriers from the swift completion of their appointed rounds,” let’s hope the insatiable need for faster communication won’t either.

Posted on: August 20, 2014

Erica Gamet

Erica Gamet has been involved in the graphics industry for over 25 years. She is a speaker, writer, and trainer, focusing on Adobe InDesign and Illustrator, Apple Keynote and iBooks Author, and other print- and production-related topics. She is a regular contributor to InDesign Magazine, tech edited How To Do Everything with Adobe InDesign CS4, and served as leader of the Denver InDesign User Group. After living as a nomad for almost a year, she recently put down roots in El Paso, Texas, where she hikes and bikes every chance she gets. Check out ericagamet.com to see all of Erica's upcoming events, tips and tricks, and workbooks.

1 Comment on A New Look for the US Postal Service

  1. The USPS financial woes are not a result of its business model or how it does its business. They we harpooned by Congress and the ties it has to big contributors UPS and FedEX. Rules in place for the USPS to fund its pension program to exorbitant lengths and other measures designed to weaken the srevice while at the same time give commercial shippers, er, lobbyists, advantages are the hurdles that the USPS continues to fight against. This rebrand is a great step to get the look of the USPS more relevant. But they continue to be at a disadvantage as long as Congress and their commercial shipper bedfellows continue to dictate rules and measures that are meant to cripple it.

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