Identity System
The new identity system for the United States Postal Service meets the challenge of creating a contemporary and refreshing identity communicating a renewed commitment to flexibility in service, openness in innovation, and dedication to every American community and business.
The logo, meant to evoke feelings of freshness, energy, and dependability, recollects images of parcels or letters stacked for transit, the wings of our American eagle, and the badge of trustworthiness.
The new look of the United States Post is presented to the community across various physical, print, and web applications as well as through a poster campaign. The campaign focuses on individual Americans all over the country, highlighting the reality that no matter who you are or what you do, we all have a unifying factor—we receive our mail from the U.S. Post, everyday, rain or shine.
◊ Adobe Design Achievement Awards Semi-Finalist: Packaging System
2015 — Instructor: Simon Johnston — Print / Web / Packaging / Environment
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