US Postal Service Gets Patriotic, Modern Redesign

US Postal Service Gets Patriotic, Modern Redesign

New York-based agency GrandArmy has created new branding designs for the government agency

Daniela Walker
  • 13 august 2014

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.


[h/t] Dezeen


Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile Yesterday

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture Yesterday

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms


Get PSFK's Latest Report: Future of Work

See All
Design Yesterday

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion Yesterday

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times


Anirudh Sharma

Interactive Interfaces, Wearable Tech

Syndicated Yesterday

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability Yesterday

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture Yesterday

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Yesterday

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising Yesterday

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising Yesterday

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture Yesterday

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings


Rio Olympics
Innovation Coverage From The Rio Games

Design Yesterday

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia Yesterday

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising Yesterday

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.