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Inside the United States Postal Service Rebrand

When it came time to updating one of the most iconic brands of all time – the United States Postal Service – New York based studio GrandArmy was lucky enough to be tasked with the job. The agency thrived to create an identity for the iconic brand that expressed patriotism in a bold, Uncle Sam, type of way.

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GrandArmy’s original design

Drawing from historical design, vintage letter press, and images of the bald eagle, they made this idea come to life in the form of posters, window clings, a mobile app, and a shipping box design. The resulting designs were clean, bold, sophisticated, and typographically immaculate.

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GrandArmy’s rebrand of the USPS app 

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Left: new design, right: original design

As in most brand development work, client input can make a big impact on the original designs compared to the final iterations. In this instance, USPS modified the artwork after files were delivered, resulting in a stripped down version of the original design intent. With more white space, it can be argued that the new design is cleaner – but in a design where typography is everything, the changes were definitely dramatic.

What do you think of the USPS-modified design?

Story and images via Fast Company and GrandArmy.