Summa designed a new logo and typeface for the Spanish postal service. The studio also added a flexible “visual system” based on the packaging label, consisting of a modular yellow box, for use in advertising, communications and online.
“Our task was to update the brand and position Correos as a player in the industry, leaving behind the time where the brand expressed itself only in its fleet, facades and mailboxes, and covering every outcome across physical and digital media,” said Summa.
For the logo, Summa got rid of all superfluous elements, retaining “the two most representative anchors”, namely the yellow background colour and the cornamusa – a sort of trumpet with a curled body.
“Our strategic proposal consisted of applying more oxygen between its lines, redefining some of its elements, and lightening its shapes to turn it into a flexible symbol.”
“Its simplicity ensures the proper functioning of it in all types of messages from corporate to commercial, from digital to traditional environments, and at the same time will make it last over time without losing relevance,” said Summa.
The rectangular yellow “label” provides a further element for use in advertising as well as online.
“Taking into account that Correos communicates through multiple channels, it was essential to ensure consistency between the messages. To do this, we created an additional identification element, the label,” said Summa.
The redesign is being applied to post boxes. It consists of a modular box in the brand’s signature bright yellow, featuring the service’s logo at the top, with space for text beneath.