De Post rebrands to bpost
Belgian postal organisation De Post changes its name to bpost and develops a new visual and verbal identity. VIM Group is supervising the implementation of the new name and style that will become increasingly visible from September 2010.
The transformation is the result of large internal and external changes in recent years. From 2011 the postal market will be opened up completely, in Belgium and in Europe. In preparation for this shift, bpost achieved major change-projects in its services and workflow. With these changes, it strengthens its client focus and competitive edge.
Johnny Thijs, CEO of bpost: “The new logo is in line with the steady advances of the company in the last decennium. With this in mind, trusted properties of the logo design remained intact; they are modernised, fresh. With this new visual brand identity we want to carry out our modern company culture.”
The new brand identity has been designed by brand-agency Interbrand. In preparation for the implementation VIM Group member NykampNyboer mapped the impact of the change for the organisation in terms of budget and timings.
The implementation stage will start in September and continue gradually in order to guarantee a financially efficient execution. The application of the new identity effects more than 1,000 buildings, 6,000 operational vehicles as well as all mailboxes and company uniforms. Today Design is responsible for the design on the various brand carriers while VIM Group will supervise the entire process.
Belgian Minister Inge Vervotte (Civil Service and Public Enterprises) states: “This is the crowning glory on many change-projects that happened the last years. The entire postal staff worked hard to prepare their company for the future. With a new name and a modernised logo they face tomorrow resolutely.”