Swiss Post’s strategy is based on its vision “Simple yet systematic” and takes its lead from the ongoing digital transition in all business units. In an increasingly mobile and digital world demand for readily accessible products and services is on the rise.
The new brand strategy reflects changing customer behavior patterns and defines the message that Swiss Post promises to deliver: “My postal service does everything to make my life simpler – whenever and wherever it suits me.”
The new brand image has become fresher and more intuitive while retaining core elements – the logo, the typical Swiss Post yellow color and the vibrant Frutiger font. The appearance is characterized by generous deployment of images, bold typography and large white spaces accentuated by dashes of color. A recurring feature is the yellow accent line derived from the logo and serving as a communication retainer.
The imagery underlines customer proximity with snapshots and emotions related to everyday events out there, where real life happens. Swiss Post is introducing the new brand image gradually into all media channels – from campaigns across to presentations and including correspondence materials.