How PostNord used a brand management platform to launch their new brand
Rebranding should not be taken lightly. PostNord knew this in 2019 when they decided to embark on a rebranding journey. Part of their goal: Update and modernise their visual identity to establish PostNord as the delivery brand of choice for e-commerce consumers.
With 28.000 employees in five countries and an extensive delivery network including both parcel and letter terminals, distributing the brand and ensuring brand consistency can be challenging.
They knew that to be successful with their brand launch they had to have everyone on board, teaching them how to use the brand and ensuring everyone recognized the new brand values and identity from day one. To reach their launch ambitions and goals they saw the benefit of digitising everything about their new brand design, establishing one source of truth that everyone can access to locate what they need.
The digital launch of the new PostNord brand
A crucial factor when rebranding is safeguarding that everyone gets the same memo. The way PostNord accomplished this was by digitising their new brand guidelines.
Prior to launching their new brand, PostNord worked with designers and creative agencies to define new colours, fonts, icons, patterns, imagery, layout systems and more to shape their new and modern identity. Once their new brand identity was shaped, they created an online brand book together with Papirfly and the PostNord Brand Terminal was born.
From the launch date, everyone had access to the exact same information about their new brand, as well as guidelines, new templates, media archive for downloading new brand assets and more. This way they could better control the distribution and logistics of their new brand and eliminate the use of old brand elements.
“The new Brand Platform was a crucial part in our rebranding process. It’s seamless, efficient, and gives us control.”
Created with the purpose of sharing the brand with anyone – making everything easy to understand and logical to navigate through was essential. With PostNord Brand Terminal, there is no guessing – everything is loud and clear.
Perfectly matching the brand identity, their terminal provides an easy overview of everything their brand has to offer in one single place. With just one click, anyone can easily locate what they need, whenever they need it. Everything about their brand identity is carefully explained and visualised to eliminate any uncertainties – using the PostNord brand should be easy and fun.
To make it even simpler, their Hub is connected to a DAM system to secure seamless usability between brand guidelines and the featured brand assets.
Presenting a brand online is no good without a proper digital asset management system, making sure every brand asset is available for download or sharing 24/7.
When PostNord designed their new brand, a whole range of new brand assets came to life defining their new look. Upon launch, PostNord made sure all new assets were neatly structured and organised for everyone. Their new customised font, new imagery and all other important brand elements are always available for download.
PostNord is a leading provider of parcel and logistics services to, from, and within the Nordic region
They ensure the provision of a postal service to households and businesses in Sweden and Denmark, regardless of where they live and work. PostNord connects companies, public authorities and consumers and enables business, trade and communication in the Nordic region. With their expertise and strong distribution network, they put in place the conditions for the e-commerce, distribution, logistics and communication solutions of tomorrow in the Nordic region. In 2020, the Group had around 28,000 employees and sales of SEK 38.7 billion. The Parent Company is a Swedish public limited company with Group headquarters in Solna, Sweden.