The Post Office is looking at revamping its corporate identity. The move could mean the end of its red and green signature colours.
The existing corporate identity was created by Interbrand Newell and Sorrell in 1994. The Post Office’s red and yellow lozenge, which was introduced more than 30 years ago, could also be overhauled.
Brand consultancy Marketplace has been appointed to review the Post Office’s entire brand strategy and to look at the possibility of creating a new corporate identity.
The Post Office wants its brand to be consistent across the nationwide network of branches and to reflect other business units such as banking and cash handling. The Post Office is also keen for consumers to be more aware of the services it offers such as travel insurance.
A spokeswoman for the Post Office says: “This review is about looking at the whole brand, it could also possibly mean a change in the logo. We want to look at what the Post Office means to customers.”
Market research agency Millward Brown has also been appointed by Marketplace to gauge public opinion on any potential changes to the Post Office brand.
Deborah Maxwell, head of marketing at the Post Office, says: “We wanted to have one consultancy reviewing the brand and Marketplace impressed us with a clear understanding of where we are and where we want to be in the future.”
A spokeswoman for the Post Office said the brand review could also result in the appointment of an advertising agency to communicate the new brand.