Last year, the United States Postal Service unveiled a partial rebrand consisting of an entirely new in-store identity. The design was led by New York-based multidisciplinary design studio GrandArmy. As Fast Company reported, it wasn’t until recently that GrandArmy revealed they are the creative genius behind the struggling USPS fresh new look.
The new in-store identity features rebranded signage, posters, packaging, kiosk touch screens, window clings, shipping boxes and mobile app.
The collateral materials designed by GrandArmy boldly reinforce the patriotism behind this American institution and feature Knockout and Garamond fonts, as well as a strict adherence to a red, white and blue color scheme. Poster illustrations by Steven Noble feature odes to the history of the USPS and serve to evoke both nostalgia and a sense of patriotism for a time when most communication wasn’t sent via email.
While the USPS did adopt a great deal of GrandArmy’s designs, the studio has disclosed that some of their work was modified.
Via Fast Company