Post office gets a new logo thanks to Ogilvy

[Ek Kanya]

Post offices across India will soon bear a new logo — a vibrant red envelope with a yellow flourish for wings.

The new logo was launched by India Post on Tuesday as an attempt to acquire a new corporate identity.

“This marks a new beginning in the journey of India Post. We want to reposition India Post with the focus on customers as well as businesses,” Union Minister of Communications and Information Technology, Thiru A. Raja. said after unveiling the new logo at a glittering — very un-sarkari — function.

Raja also spoke about ‘Project Arrow’ wherein 52 new-look post offices are being set up complete with new logo, uniformed men at the counters and an array of facilities including ePost, ePayment etc.

He said the government looks forward to acquiring more aircraft after the success of its maiden attempt in northeast India for parcel delivery.

Minister of State for Communications and Information Technology, Jyotiraditya Scindia, said, “This is an attempt to acquire a new corporate identity; it is a synthesis between service tradition and modernity.”

Management consultants Mckinsey & Company were roped in by the department — which has 1,55,000 post offices across the country — to create a new image while advertisement major Ogilvy and Mather (O&M) designed the new logo.

O&M’s Piyush Pande said they decided to continue with red as a predominant colour in the new logo as it symbolises new energy.

“Yellow is a basic colour of emotion while wings remind of speed, competence and modernisation,” Pande said.

[Ek Kanya]

and here's the old logo.

i still like the old logo. its better built, has more strentgh as a logo and better type handling.

The original logo shown alongside is relatively plain but similar to the new logo. The existing logo of India Post was designed in 1995 with the help of the Indian Institute of Technology, Bombay. The department says that the need for a change was felt because of the rapid transformation in the Indian economy and the need to create a newer and more energetic feel for India Post. A corporate logo was launched on World Post Day in 1993 (October 9, 1993), representing dynamism and action

(copy pasted the above text from a site, i lost. full credits to the rightful owner)

[basant kumar]

don't like the new logo. Its doesn't have great form, no silhouette etc.

[sumedhsonare]

this is what i found online..
[ India Post unveiled a new logo in September 2008 to signify that it is all set to attune to the world class postal systems. The new logo has a rectangle in the shape of an envelope in deep red with the image of birds’ wings in bright yellow. Red symbolises the traditional association with post office, along with passion, power and commitment, while yellow communicates hope, joy and happiness. It sends the message of India Post as a dynamic organisation with modern and professional approach in its service to the common man, business and corporate clients.]

[sumedhsonare]

i feel in no way the present flourished swoosh lines are imparting the mordernism ..well it does look fresh..but doesn't create THE impact..i can buy the envolope and red association but i feel more explorations could be done in terms of giving it a mordern and proffesional appeal..
i feel having additions to the original could impart that..

I don't know why but these govt. people don't understand that giving an assignment like this shouldn't be to Adv. agencies..the approach is very different and the results are amazing if the same task was done by a graphic design studio..

[Paromita]

you have hit the nail on the head. A graphic design studio is more attuned at creating good branding that is required for an excercise...

[MissMallu]

I too preferred the older logo...

[DesignBoyz]

both logos are sad, but yes teh original is better.

[TruthHurts]

I like the older logo. It has a nice graphic feel. it looks like an envelope. It has soul. The new one seems like a half hearted attempt.

[Priyanka]

prefer the older one.