Gallery: An Inside Look at a Bold Rebranding of the USPS
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Last year, the United States Postal Service underwent a rebranding.
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New York-based creative agency GrandArmy crafted a new look for the post office's in-store signage and packaging. To cut down on waiting time, the new signs clarified the services being offered.
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GrandArmy took cues from Massimo Vignelli's New York City subway signage. To mimic that consistency, each each USPS sign has a red band at the top, a white header with big type below, and then a simple menu of text.
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GrandArmy also wanted to inject some pride back into the storied institution. However, USPS didn't adopt these posters...
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...or this app. (Which wasn't actually commissioned, but GrandArmy created it anyway.)
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Another discrepancy between GrandArmy's work and the final USPS product are the boxes. When the rebranding finally rolled out, the USPS used an altered version of GrandArmy's design.
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This version sizes down the typography, which de-emphasizes the delivery speed and thus the function of the box. "It’s like they put it through a filter and it’s not too considered,” says GrandArmy cofounder Eric Collins.
