Spring launches new brand to support international growth
Spring, formerly known as Spring Global Mail, is launching a new brand and tagline – “global delivery solutions” – which it believes will support its international growth in the e-commerce market. Spring, which was set up 15 years ago by TNT, Royal Mail and Singapore Post and became a wholly-owned part of PostNL in 2013, has grown from its mail-only beginnings to become a company which offers a much broader range of services. This is what the new brand aims to reflect.
As Freia Goederaad, Marketing & Communications Manager at Spring, explained: “In the past years, we enjoyed rapid growth and gradually repositioned ourselves as an e-commerce services partner.
“We introduced new solutions such as a cost effective postal solution for small packets and an international returns platform.
“We shifted from being a mail only provider to a full mail, parcel and return solutions provider.
“The Spring brand, however, wasn’t following. As a result, the brand no longer reflected what the company really does, what it stands for, and why people clearly should choose Spring.”
By dropping the word “Mail” from its name and adopting the much more inclusive tagline “global delivery solutions”, Spring believes it is now able to show “what it offers today and in the future”. Spring added: “The new tagline clarifies the international context the company operates in, the business of cross border deliveries, and their solution oriented approach. A progression from its roots of being a mail only provider.”
Spring also believes that the new identity and colours are also more in tune with the brand of parent company PostNL.
The logo gives a very clear statement of how Spring sees its future. As Spring describes it: “The logo is built up like a boxy shape, depicting a parcel and referring to the delivery business.”
Summing up the company’s expectations for its new brand, Spring’s CEO Tijs Reumerman said: “The end result is a refreshed brand with supporting values that fully represent our ambition and position within the market. At Spring we listen, inspire and deliver.”