Correos new reality
Correos, national postal service, is a brand with more than 350 years. Witness of all the changes that spanish society has undergone, it has evolved to adapt to them and to technological advances by launching new courier and parcel services. However, society felt Correos as an endearing brand, traditional but not at all innovative. That's why Correos needed to adapt its identity to reflect its own reality: a company that has been innovating in services since 1756 and continues to do so.
To embrace its essence and communicate it in a more contemporary and direct way to its audience, Correos counted on Summa to develop the brand project. Our task was to update the brand and position Correos as another player in the current industry, leaving behind the times where the brand expressed itself only in its fleet, facades and mailboxes, and covering every outcome across physical and digital media.
A symbol for the world of today
We started the project with the study of the symbol, the most important identity element of the brand. The symbol appears today in many more applications than in previous decades, but could not behave in the desired way in small or digital scenarios. Our strategic proposal consisted of applying more oxygen between its lines, redefining some of its elements, and lightening its shapes to turn it into a flexible symbol.
For this, we simplify the morphology of the crown, but maintaining the symbolic recognition of the brand. Anchoring the redesign in the most recognizable element was essential, since the cornamusa is even used as a symbol of urban navigation as well as others such as the Red Cross or the spanish Police.
Creating an icon
In line with the simplification of the symbol, we release all unnecessary elements to the visual identity, focusing on the two most representative anchors: the yellow colour and the cornamusa.
Through this economy of elements and this simple and purist treatment, it is possible to increase the iconicity of any support, increasing the representativeness of the brand.
A typeface for Correos
An important element in the renewal of the visual identity for Correos is its new typeface. Together with Monotype, we designed a new font exclusively for Correos that we have named Cartero (Postman) in honour of these emblematic professionals that has shaped the company since its early days.
The new typeface brings elegance and modernity, and reinforces the essential attributes of the new Correos. Its simplicity ensures the proper functioning of it in all types of messages (from corporate to commercial, from digital to traditional environments) and at the same time will make it last over time without losing relevance.
Order and coherence
From the first urban postman in 1756 to the use of the telegraph or the creation of postcodes in the 80s, the history of Correos is a story of innovation. Especially in recent years, the company has expanded exponentially the portfolio of products and services offered to citizens.
For all this, and taking into account that Correos communicates through multiple channels, it was essential to ensure consistency between the messages. To do this, we created an additional identification element: the label.
The label for the new Correos
We created a visual system based on the label, the fundamental element in sending and receiving of letters & parcels. A modular and flexible system that identifies all the pieces of communication of the brand in all its spectrum.
The label adapts to the different forms of communication, both the main brand and its sub-brands, and will be one of the elements that will characterize the identity of the Correos, as they are today without any doubt the postman or the mailbox.
An ownable art direction
For products of a high strategic relevance, we created a specific art direction line, based on the paper as a transmitting element. The style seeks to rejuvenate brand communications aiming at its new audiences.
To create the communication pieces of CityPaq, we counted with the artistic team of Sara Riera and Mireia Ruiz.
More Correos in all media
The renewal of the brand identity of Correos has been a global project that extends to all types of media, both corporate and commercial communication.
Given the "officiality" of some of the materials that Correos generates, elements such as stationery, stamps and technical documentation should continue to maintain that official character, but also be renewed in line with the rest of the media.
Correos from within: The pattern
Correos has more than 50,000 workers among office staff, postmen, support personnel, management, etc. That is why, as part of the project, we consider providing the brand with a pattern that will help give life and dynamism to the pieces directed to the internal public, as well as to corporate events and merchandising.
The pattern starts from the morphology of the cornamusa and brings joy and vitality to the pieces where it is applied, forming part of the "kit" of the brand's identity elements, which are combined according to the audiences it speaks to and the outcomes in which it is expressed.