New times are coming for Correos
The Spanish Postal Service (Sociedad Estatal de Correos y Telégrafos – Correos), has more than 300 years of history, during which it has adapted to social changes and technological advances. Thus, Correos has continuously updated its products and services, although this constant renewal effort has not always been perceived by the public.
In order to better project its current reality and show its capacity to adapt to the challenges posed by its mission in the 21st century, Correos needed to update its visual identity, and for this purpose it turned to Summa, which had already carried out the renewal of emblematic brands in the public sector, such as RTVE. Correos is an endearing brand, a characteristic icon of the urban and rural landscape of our country, and that is why any modification in its identity elements had to be carried out with great care, remaining faithful to its essence.
A symbol for today's world
As regards the most characteristic symbol of the brand (the hunting horn), we carried out a very technical exercise, subtle and respectful of the essence of this symbol, but simplifying its forms and making it lighter by having more air between the lines. Thus, the symbol is now “pixel perfect”, which allows it to behave better in small spaces and on digital media, where the brand is increasingly present.
We opted to give the symbol greater prominence, eliminating accessory elements that added noise and letting it sometimes be the only identifying element of the brand, even dispensing with the naming. Few brands can afford this exercise, which requires high brand recognition and broad territorial presence and penetration.
Creating an icon
In line with the simplification of the hunting horn, we freed the visual identity from all unnecessary elements, focusing on the two most representative anchors: yellow and the hunting horn.
Through the economy of elements and the simple and purist treatment, we managed to give the brand’s supports an iconic look that reinforces its representativeness.
A proprietary font for Correos
As part of the exercise, a proprietary font was needed to bring modernity and maintain consistency throughout the brand ecosystem. We collaborated with Monotype, one of the best type foundries in the world, to develop a typeface aligned with the key drivers of the new Correos: clean, elegant and oxygenated.
In addition, one of the biggest challenges was the need for durability and adaptability. Correos is a public organisation present in a wide range of digital environments but also in rural communities. The design had to be distinctive but not overdone, as well as durable over time. When preparing a brand for the future, there is a tendency to look only forward. That is why we named it Letter carrier, as a tribute to all the men and women who have defined Correos business since its beginnings.
Order and consistency
From the first urban letter carrier in 1756 to the use of the telegraph or the creation of postal codes in the 1980s, the history of Correos is a history of innovation. Especially in recent years, the company has exponentially expanded the portfolio of products and services it offers the public.
For all these reasons, and bearing in mind that Correos communicates through multiple channels, it was essential to ensure consistency between messages. For this purpose, we create an additional identification element: the label.
New Correos' new label
We created a visual system based on the label, a fundamental element in the sending and receiving of letters or parcels. A cross-functional, modular and flexible system that identifies all the brand’s communication pieces across the board.
The label adapts to the different forms of communication, both for the main brand and its sub-brands, and from now on it will be one of the elements that will characterise the Correos brand identity, just like the letter carrier or the postbox.
A specific art direction
For products with a high strategic level, we created a specific art direction line, based on paper as a transmitting element.
The style seeks to rejuvenate the brand’s communications with new audiences. To create the communication pieces for CityPaq, we called on the artistic team of Sara Riera and Mireia Ruiz.
More Correos in all media
The renewal of Correos’ brand identity has been a global project that extends to all types of corporate, commercial and communication media.
Given the “official nature” of some of the materials generated by Correos, elements such as stationery, stamps and technical documentation should continue to maintain their official nature, but also be renewed in line with the rest of the media.
Inside Correos: the pattern
Correos has more than 50,000 workers, including clerical staff, letter carriers, support staff and management. Therefore, as part of the project we considered providing the brand with a pattern that would help to give life and dynamism to the pieces aimed at the internal public, as well as corporate events and merchandising.
The pattern is based on the morphology of the hunting horn and brings joy and vitality to the pieces where it is applied, forming part of the brand identity kit, the elements of which are combined according to the audiences to which it speaks and the media in which it is expressed.