Brazil Post set for major rebrand

Brazil Post is gearing up for a major rebranding exercise that will see a new look launched next week. The state-owned postal service, which currently operates with its decades-old yellow and blue Correios brand, has hired agency CDA Branding & Design to rethink the public identity of the company.

The new brand will be launched on 6th May at an event in Brasilia.

It will be applied to vehicles, uniforms, post offices, websites, packaging and any other point of contact between the company and its stakeholders.

Brazil Post said its new brand would reflect the local nature of the post office, the innovation of the company, the flexibility and dynamism of the organisation and the commitment to its customers.

The new design will preserve the tradition of a postal service with more than 350 years of history, it said.

But, it will also reflect the revitalization of the company in the wake of postal reforms passed by President Dilma Rouseff in 2011, in which Brazil Post was given new powers to expand its business and operate in new areas like digital communications and international business.

Wagner de Pinheiro de Oliviera, the Brazil Post chief executive, said: “It is natural that at this time of great change, our brand should also go through a process of evolution.

“We will revitalize our identity while preserving our past, our tradition and our greatest asset, which is the confidence of Brazilian society in the post office.”

Brazil Post’s last major rebrand was back in 1990.