In 2018, An Post started working on rebranding their identity which hadn’t changed in 35 years — so this was a really BIG deal. More than just an attempt to get a new look, this change was part of a strategic move and restructuring by An Post. Some of it met with disapproval as many local post offices were closed and continue to close, in an attempt to help keep the business afloat and change focus.
Below is an excerpt taken from the An Post new brand page;
“Underpinning these changes is our commitment to community and inclusivity. Our purpose is simple – to act for the common good and to improve the quality of life in Ireland, now and for generations to come.”
The redesign seems to have been worked on by ImageNow. An Post have not officially recognised them in their brand press release page.
I will give my opinion looking purely on the redesign as opposed to the new strategic change. This is because there are many nuances and considerations I need to take into account before giving an opinion on the strategy.
Let’s start with the logo naming.
An Post is Ireland’s state-owned provider of postal services. Inline with retaining the Irish heritage and language, this move clearly makes sense. Prior to this, An Post’s logo simply read as Post, which doesn’t do much for the brand story. The inconsistency also created some friction and chipped away from brand equity. So An Post everywhere was the best route to take here.
This is a pretty solid redesign. Great care was taken in preserving the current logo identity equity, whilst evolving the logo into a modern and digital world. The old logo was quite good but did lack some refinements which could possibly have caused some legibility issues. The combination of the “s” and “t” would be problematic, especially in the digital space where identities need to look consistent both at large and small scale. The same goes for the letter “p”, at small scale it would read more like a capital “D”.
The updated primary green is fresher and easier on the eyes, especially onscreen. Then there’s the stylized “O”, which clearly is the central feature and baseline for their visual identity system, tying in the identity and other marketing communications they produce — all good.
With an “everyday” brand like this, there is no need to be overly exciting because people will get weary of the drama. Approaching it in a timeless and minimal way as they have done, is the best possible outcome. They intend to be more “human” as they say, and simplicity is the best way to do this.
The slant on the "t" isolates the character from other letters.
The cut off horizontal bar on the "t" creates an awkward rhythm with the rest of the letters.
What I then find quite distracting is the slant on the “t” and the cut off of its horizontal bar. This isolates the character from other letters and creates an uneven visual rhythm. I understand the need to create a dynamic flow within the logo identity itself but there was some oversight on how it would play within the rest of the typeface.
Given the “O” is quite visually striking as it is, the play on the “t” is both unnecessary and causes more issues than good.
Overall the identity has been successfully transported into the new century quite effectively.