graphic design, identity

Briefing
Develop a new identity for POSTNL (fictional), the national postal service of the Netherlands.

PostNL is a mail, parcel and e-commerce corporation with operations in the Netherlands, Germany, Italy, Belgium, and the United Kingdom. It is listed at Euronext Amsterdam. The company was known as TNT N.V. until TNT Express demerged from it in May 2011, and the remainder of the company was renamed PostNL (source Wikipedia).

Strategy
Create something modern and visualise the changes postal services have to endure, when it comes to mail delivery. It’s not only about delivering mail, its also about following new technologies. Trying to keep up-to-date with social media and the fast moving pace of the internet too.

Concept
POSTNL had different names before it ended up as what it is today. And it goes back all the way 1799 and it had lots of different names and forms. Due to its rich history POSTNL was crowned “royal” in 2011 because of its long existence. So it’s of high importance to show off the history in the branding.

The logo containts three aspects:

One you can clearly see the “royal” crown featured on top of the initials. It gives that much deserved kind of bold statement.

Second the logo also contains all the colors the Dutch postal service has used in the past, even though the name has changed the colors are recognizable to any fellow proud Dutchie. They symbolize nostalgia and it has been brought back in to the 21st century in a sleek and modern form.

Third if you look closely you can see that the abstract shapes contain several parcels, envelops and different packages one could use when you deliver mail with POSTNL. But they blend perfectly into each other and create movement. Also it feels more organic and alive. Which is a good visualization of POSTNL trying to keep up with time and technology nowadays.