Spain’s national mail service, Correos, has a long history and continues to serve millions daily. Its rebranding by summa: in 2019 brought a fair amount of controversy, as it often does in such a high-profile work.
Looking closely at the sizeable brief including a full-blown visual identity with logo redesign, visual applications, full touchpoint rework, custom typeface, custom patterns… and the budget spent – EUR 139K -, it actually sounds very reasonable. However, it’s easy to focus on the slight tweaks to the logo, rather than the body of work in its entirety.
Not to mention the bonus points for the trap video announcing the changes to the public.