Last Mile Brief 21/04/2023: Swiss Post unveils new, “modernised” logo
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Swiss Post has marked its 175th anniversary by unveiling a new, “modernised” logo.
In the postal operators own words, the logo is becoming simpler, but eye-catching elements such as the Swiss Post yellow, the large black “P” and the stylized red Swiss cross will be retained.
The Swiss Post logo is emblazoned on all the company’s vehicles, uniforms, correspondence media and contact points – in both the physical and the digital worlds. This, says Swiss Post, makes it not just the symbol of the company’s brand recognition, but also part of Switzerland’s image.
As described by Swiss Post, the new logo consists of a stylized Swiss cross in red and a bold black “P” on a yellow background. Swiss Post yellow is still the dominant colour element of the logo. However, the new logo is significantly simpler: the long text “Die Post”, “La Poste”, “La Posta”, “Swiss Post”, which varied depending on the language, has been replaced in all languages by a black “P”.
According to the company, the new logo is designed to ensure that Swiss Post is also fit for the future on a visual level.
“The new brand image reflects a modern postal service powering a modern Switzerland, right on time for our 175th anniversary. The logo is also the expression of an evolving, future-oriented Swiss Post,” says Roberto Cirillo, Swiss Post CEO.
The changeover to the new logo will start right away and take place gradually over the next five years.
Swiss Post will initially replace the logo where it is possible to do so easily, in particularly visible locations or when the logo needs to be changed or installed anyway. In the coming years, you can therefore expect to see both the old and new logos on Swiss Post vehicles and buildings.