{"id":31159,"date":"2019-06-07T09:28:58","date_gmt":"2019-06-07T07:28:58","guid":{"rendered":"https:\/\/brandsmith.es\/correos-una-nueva-imagen-que-va-mucho-mas-alla-de-lo-estetico\/"},"modified":"2019-06-07T13:07:39","modified_gmt":"2019-06-07T11:07:39","slug":"correos-a-new-image-that-goes-far-beyond-aesthetics","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/correos-a-new-image-that-goes-far-beyond-aesthetics\/","title":{"rendered":"Correos, a new image that goes far beyond aesthetics"},"content":{"rendered":"\n

Whiplash team, June 7th 2019<\/strong><\/h2>\n\n\n\n

Correos, a new image that goes far beyond aesthetics<\/h3>\n\n\n\n

Correos, one of the legacy brands in Spain, with more than 300 years of history, presented earlier this week its new corporate image “simpler, more open and digital”. The rebranding, supported on the three strategic lines that have driven Correos\u2019 business transformation in the last years \u2013sustainability, digitization and internationalization\u2013 seeks to show the company\u2019s ability to adapt to the needs of the 21st century. In this regard, Eva Pavo, director of communication and marketing, said that “with the intense transformation occurred in recent years it was necessary to modernize the brand.”<\/h4>\n\n\n\n

For years now,\nsustainability has been one strategic pillar for Correos, that is aware that,\ngiven its high volume of business, any action it carries out will have an\nimpact on society. With its new corporate image, Correos goes one step further\nin its commitment to sustainability, beginning with the new logo that, by\neliminating superfluous elements, consumes less ink (all water, less polluting)\nand vinyl, thus inserting itself in a more “Nude” philosophy (less\nink, more sustainable packaging …), in tune with the demands of a society\nincreasingly aware of the need to take care of our planet.<\/p>\n\n\n\n

As part of the implementation of the new image, in the packaging, all cardboard 100% recycled, the line Verde has been replaced by the line Bosques de Correos. This one “aims to promote the reforestation of the national territory, as well as to sensitize society on the importance of preserving natural values and biodiversity, with a contribution of 3 cents per package”. <\/p>\n\n\n\n

Since year 2000 the\nVerde line \u2013 now Bosques de Correos line\u2013 has been the source of funding for “Bosques\nde Correos”, an initiative for reforestation and recovery of degraded\nareas thanks to which more than 90,000 trees have been planted in 19 forests\nthroughout Spain. In addition, envelopes are produced with paper coming from\nsustainably managed forests and Correos has replaced the transparent plastic\nwindow by “glassine” which is 100% cellulose, aiming for them to be\ncarbon neutral.<\/p>\n\n\n\n

Everything is in\nline with the sustainability objectives set by the group that include improving\nair quality in cities, combating climate change, consuming in a sustainable way\nthrough efficient use of resources and increasing the percentage of recycling\nby reducing the amount of waste. <\/p>\n\n\n\n

These objectives are framed in Correos policy of excellence and sustainability, which is concreted in various actions such as the gradual renovation of its automotive park to reduce CO2<\/sub>emissions. Today the company has the largest fleet of electric vehicles in the country, with 594 units between vans, cars and motorcycles, and the intention is to continue extending. In addition, since 2018 its energy consumption is entirely supplied by renewable energy sources, according to the guarantee of origin certificate. <\/p>\n\n\n\n

A coherence and\nconsistency that shows across the entire organization and that is certainly\npaying off, as shown by the results of the first quarter of 2019, in which\npackages have been the engine of growth, with a revenue increase of 21%.<\/p>\n\n\n\n

This commitment\nalso shows clearly in Correos\u2019 new corporate image, that in own company words,\nadapts to the change of business paradigm experienced in the last four years, going\nfrom a purely postal service to leading the parcel market in the country, with\nmore than 160 million of shipments per year. All of this has, of course,\ninvolved changes in logistics, human resources and even fleet. <\/p>\n\n\n\n

Regarding\naesthetics, in this new stage, the public company has opted for a more simple,\nvisual and international language, in tune with its expansion strategy,\ninitiated with the launching las April of Correos Express Portugal and including\nSoutheast Asia as next.<\/p>\n\n\n\n

The updating of\nthe brand was made by Summa, an agency that has carried out the rebranding of\nother emblematic public sector brands like RTVE. “Correos is an endearing\nbrand, an icon characteristic to the urban and rural landscape of our country\nand therefore any modification in its identity elements should be carried out\nwith utmost care and being faithful to its essence”, explains the agency\non its website.<\/p>\n\n\n\n

The new logo has\nbeen built from the design created in 1977 by Jos\u00e9 Mar\u00eda Cruz Novillo and,\nalthough it vanishes the name, maintains fundamental elements such as the cleat\nand the crown, as well as the yellow corporate color, that gets greater\npresence throughout the whoe display of the brand image.  In general, “the new design eliminates\nor simplifies various elements, keeping others, such as the cleat with barely\nnoticeable touches. Basically, it can be considered a restiling, very\nrespectful with the previous work, maintaining the formal essence, strength and\nelegance of the brand by of maestro Cruz Novillo\u201d, says BrandSmith’s creative\ndirector, Miguel Garc\u00eda Mach\u00edn. <\/p>\n\n\n\n

It shows the\nisotype in its simplest form, to create an international symbol, recognized and\nrecognizable by the Spanish society and applicable to all types of media and\ndocuments.  “We are committed to\ngiving the symbol greater prominence, eliminating accessory elements that added\nnoise and leaving it to be the only identifier element of the brand, regardless\nof the naming,” explains Summa on its website. “The symbol is aligned\nwith pixel perfect philosophy, allowing a better performance in confined spaces\nand digital media, where the brand is increasingly present”.<\/p>\n\n\n\n

To explain the new logo and, by the way, capture the attention of new generations, Correos has launched a trap in which, in a funny way, it describes the change of image with a catchy chorus: “Cross, double eme, stripe, spiral”, which refers to the logo elements: the cross, the double eme and the stripe that make up the crown, and the spiral cleat.<\/p>\n\n\n\n

As important\nelements in the development of the new visual image of the corporation, Summa\nhas also created a specific typography for the group, which has been baptized\nas Cartero<\/strong> and has developed a\nunified visual system based on the label as a fundamental element for sending\nand receiving letters or parcels. It is “a modular and flexible system\nthat identifies all the pieces of communication of the brand in a transversal\nway,” explains the agency.<\/p>\n\n\n\n

We will have to\nwait to see how the new corporate image develops, meanwhile, the Correos\u2019 trap may\nbecome a summer hit.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash team, June 7th 2019 Correos, a new image that goes far beyond aesthetics Correos, one of the legacy brands in Spain, with more than 300 years of history, presented earlier this week its new corporate image “simpler, more open and digital”. 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