Research revealed that Royal Mail is struggling as rival European postal operators have entered the market and picked the most profitable parts such as business delivery.
In 2020 Royal Mail will not be restricted to primarily UK household post. It will have expanded to deliver mail worldwide to businesses, rivaling companies such as DHL and Federal Express.
The Design
As the Royal Mail will be a global postal delivery service by 2020 it is important to reflect this in the logo while maintaining its distinctive British heritage. The iconic crown has been simplified and sits upon the globe, suggesting the organization’s proud international status.
The simplified style gives the brand a contemporary/innovative look.
The rounded type has a modern look to it conveying efficiency and reliability.
The brand’s main colours remain red and yellow, as they are energetic and stand out.
A criticism that came up over and over in my research was that the Royal Mail needed to be move beyond the functional and become more human and engaging: eg. In their non-delivery notes. I’ve reflected this in the design and copy of the new visual identity.
Royal Mail currently lacks a strong visual consistency throughout its touch-points. It should see every touch-point with a customer as building the brand. With more time I’d like to re-design the interior of the local collection points and sorting offices themselves, as they often look dreary and generic.
The core brand values are: Innovation, Efficiency, Friendliness and Reliability.
Sick of hordes of wasteful junk mail? Tired of queuing in line at your dreary local collection office? Well 2020 is the year you’ve been waiting for! In 2020 you’ll know what mail to expect and when before it leaves the sorting office. Research revealed a big annoyance of Royal Mail is how tedious it is to obtain your mail if you’re out. This problem can be solved with technology. Introducing the virtual ‘Doormat’ system.
1. Every complying household will have a unique delivery code (for example, house number and post code combined).
2. As the package enters the sorting bay the address is scanned and a visual email is automatically sent to the recipient’s inbox showing the letter/parcel that is soon to be delivered with information such as the sender, weight and E.T.A.
3. If needed, the recipient can now manage how the package is to be delivered via the Internet. Possibilities include:
• Alter the estimated time of arrival.
• Transfer the package to another address.
• Request for the package to be recycled.
• Add a delivery comment such as “Please leave behind bin”.
4. Direct mail, which the Royal Mail depends on for revenue, will be digitally integrated via the online Doormat system and be present when the recipient views their virtual post. This will not only be eco-friendly but also allow the advertisements to be more relevant and immersive.
Since most people only read a small percentage of the mail they receive, Royal Mail’s Doormat system will see an environmental benefit with its service as well as the added convenience. Similar to how mobile phones have made it unnecessary to wait at home for an important phone call, Doormat will change the notion of checking the mailbox for letters or parcels.
