Spanish branding agency Summa has subtly rebranded Correos, the Spanish national postal service, with a simplified logo for the digital age and a new typeface.
Summa updated the 350 year-old postal service's logo with a "simple" and "purist" design, as well as introducing the new lettering created in collaboration with Monotype.
Summa designed a new logo and typeface for the Spanish postal service
The studio also added a flexible "visual system" based on the packaging label, consisting of a modular yellow box, for use in advertising, communications and online.
The aim was "to embrace its essence and communicate it in a more contemporary and direct way to its audience".
"Our task was to update the brand and position Correos as a player in the industry, leaving behind the time where the brand expressed itself only in its fleet, facades and mailboxes, and covering every outcome across physical and digital media," said Summa. The logo was stripped down to key elements: the yellow colour, the trumpet-like cornamusa and the crown
For the logo, Summa got rid of all superfluous elements, retaining "the two most representative anchors", namely the yellow background colour and the cornamusa ? a sort of trumpet with a curled body.
The designers also kept the stylised crown at the top of the logo, simplifying its morphology by removing the dots at its base. The studio also got rid of the dot at the base of the cross.
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