Branders further develops brand strategy and brand identity of Swiss Post
Branders redefined the brand's positioning and personality in a broad-based process with internal specialists from the Post units and modernized its image.
Swiss Post's vision of "Simple with a system" is the basis for the Group strategy and is geared to the digital transformation in all business areas. People are increasingly mobile and digitally connected. The need for easily accessible products and services is growing.
The new brand strategy takes up the changed customer behavior and defines the desired effect of the Swiss Post brand in the future: "My Post puts everything in motion to make my life easier - when, where and how it suits me." The Swiss Post experience and the associated brand values guide communications, as well as employees in their day-to-day work.
The new brand identity will be fresher, simpler and more modern. At the same time, the core elements - logo, postal yellow and the powerful Frutiger typeface - remain. The design principle is more flexible and puts striking messages at the center of communication. The appearance is characterized by a generous use of images, striking typography and a high proportion of white with color accents. Another characteristic feature is the yellow accent line, derived from the logo, which serves as a communication bracket.
The imagery underlines the closeness to the customers and portrays snapshots and emotions from everyday life. Where life happens. Swiss Post is gradually rolling out the new look across all communication channels - from the campaign on banners, posters and ads to brochures, presentations and correspondence materials.
Responsible at the post office: Christina Buck (Head of Brand Management and Marketing Communication), Marc Hadorn (Head of Brand Management), Ana Ingold and Mark Friedrich (Project Management). Responsible at Branders: Pascal Geissbühler (Head of Strategy, overall responsibility), Philipp Knupp (Strategy Director), Regula Looser (Senior Brand Consultant, Project Lead), Thom Pfister (Creative Director), Palma Manco, Maria Fahringer, Dennis Oswald (Senior Brand Designer), Dorothee Aargast (Brand Designer),
