Correos Spain introduces new brand name and image

Victor Calvo-Sotelo, president of Correos (Spain) has officially introduced today the company’s new brand name and image. The word “Telegraphs” will be removed from the company’s name and the word “Correos” will become a commercial trademark. This was done in an effort to publicise the company’s modernisation to its customers and the general public.

Concretely, Correos will introduce a new logo, with it’s name in a larger font than the horn and crown logo which has been the symbol of the company since 1976. The horn and crown logo will also be simplified. The yellow colour will still be used, since it is considered that this colour is associated with European postal services, and aids in rapid recognition of the trademark.

The introduction of this new corporate image will entail the replacement of 38,000 post-boxes located on city streets, which date from 1997. These will be replaced with others which have an “updated design”

MODERN IMAGE

According to Correos, the new image was introduced with “the desire that the profound transformation that the company is undergoing is reflected to society with an image that is more modern and coherent with its efforts.”

This move is part of a broader modernisation that Correos has undergone in order to face the challenges to traditional postal operators from globalisation, information technology, and the increasing liberalisation of postal services in Europe.

Correos, the largest company in Spain in terms of staff, follows the lead of another large state enterprise, Renfe, that has recently changed its name from an acronym to a commercial trademark. A similar move was made by Telefonica, the telecoms operator, after its privatisation.

IMPLEMENTATION IN THREE PHASES

Correos will implement its new image in a three-phased programme which will be completed by late 2004. First, the company will replace 20% of its visible logos in the places of greatest visibility. This will include vehicles, post-boxes, the company website, and main post offices.

The second phase, between May and december of 2003, will involve the continuation of this process to extend to 900 points on the company’s networks, including distribution and sorting centres, technical offices, and historical buildings. In 2004, the new image will be extended to areas of lesser visibility.