New York-based agency GrandArmy has created new branding designs for the government agency
If you think of the post office you think of fluorescent lighting, long lines and confusing signs filled with too much information. The US institution may be the biggest retailer in the US – with over 30,000 locations – but it has also faced budgetary woes in the digital era. Enter GrandArmy – a New York-based creative agency who were given the monumental task of modernizing the USPS.
The result was a complete overhaul of the visual design and in-store signage. Maintaining the patriotic colors of red, white and blue, GrandArmy gave the brand a much needed visual punch with a keen eye on the typography.
In an article on Dezeen, Eric Collins, co-founder of GrandArmy explains:
The whole project really boils down to three color fields, three typefaces and a simple ratio that determines the size of elements between them.
GrandArmy used two typefaces, Knockout and Gotham, in different weights for all of the signage. The bald eagle and the famous phrase “neither snow nor rain nor heat nor gloom of night” feature prominently as a nod to the heritage of the ultimate Americana brand.
The entire makeover maintains the patriotic vigor of the USPS, while making it a whole lot easier to look at. The signs with different postage fees are much clearer with the different weights of typography. The redesign was also applied across the board to kiosks and mobile design as well, creating a seamless experience from store to screen.
“Things had been cluttered, disorganised and visually messy for years,’ says Collins. “The goal was to make the experience easier, faster and simpler through design.”
The one place where GrandArmy’s designs didn’t make the final cut is the boxes. While the original design called for the bold bald eagle to be emblazoned across the side, the USPS turned to an external company to strip down the packaging to a more basic version of GrandArmy’s vision. A small blip in an otherwise impressive overhaul of an American institution.