mathieucremers was commissioned by TNT/POST NL (self-initiated project) – PostNL formerly TNT NV is a mail, parcel and e-commerce corporation with operations in the Netherlands, Germany, Italy, Belgium and the United Kingdom – to create a complete redesign of the brand’s identity. mathieucremers’ idea was to develop a long-lasting and up-to-date kind of visual that communicates the future but incorporates the rich history (the past) of the Dutch postal service. Which has been around for more than a 100 years, giving them the title of royalty. Which also represents the quality and trust the postal service has over the years.
Our aim was to introduce a flexible, organic, abstract and creative concept for the brand identity. Which will be different but recognisable right away, but it should also breathe the past, present and future. Showing the consumers that the brand is here to stay and is up-to-date with today’s technology and most of all is ahead of time. Putting emphasis on the fact that it’s not just mail that’s being delivered, it can also be introduced with an app or interactive mail delivering systems and what not. The sky is the limit.
Following the strategy and concept, we avoided “postal delivery service” style branding traits, like the cliche “v-shaped” letter envelop – which we translated in a more faster and modern approach. With both the name and design elements in juxtaposition like matter, but complimenting each other. With a playful visual communication the logo takes the viewer through time. Showing all different brand colours that have been used in the past; the signature grey/red, adding black that works as a contrast color and orange that not only represents the TNT identity, but also the kingdom of the Netherlands, with its famous national sub-color orange.
The crown represents the “koninklijk” factor it has achieved ofter the years, Koninklijk or Koninklijke is an honorary title given to certain companies and non-profit organisations in the Netherlands. Not only the colours are prominent, the shapes of envelops, packages and letters have been incorporated in a moving matter. This represents that POST NL is always moving (literally) physically but also moving with it’s time, become modern.
The typography, name of the company is placed on top, with the tips of the letters and crown fading into the organic matter, as if it is sinking into it, so it visually becomes one entity.
Branding, Graphic Design, Identity, Logo