This is a very old entry — images are small, formatting is off.
To stay within the theme of postal services, we now turn our attention to Mexico’s Servicio Postal Mexicano (Mexican Postal Service) that recently announced a major change in name to Correos de México (more or less Mail of Mexico), identity and services. For the more than twenty-one years I lived in Mexico I think I sent no more than five letters through the postal service. In part because at that age I had no one to send letters to but also because it just didn’t feel like anything would get anywhere, as it’s a slow under-developed service and most people pay their bills by going to the bank or to the utility’s offices. Even now, when I send Holiday cards from the U.S. I am always surprised that they get to their final destination before the beginning of a new year. Just to give you an example of the difference in use of the postal service: For each citizen Mexico delivers seven letters a year, and the U.S. delivers 700, granted, a lot of it are coupons and offers to credit cards with low-interest rates, but still.
This past Monday, Felipe Calderón, the President of Mexico, helped unveil the new identity and offered a sense of hope for the service alluding to anything that could give citizens a sense of security and confidence in the service: Better, well, service, facilities with Internet, more inspectors, etc. In this case, a drastic new image is perhaps the best way to signal change. And nothing signals better than lime green and hot pink — colors often seen throughout Mexico but rarely in government services. While the old uniforms were a typical mundane blue and white, the new ones will bring inherent attention to the mailmen and mailwomen in the public — I think seeing them milling around the city would help in letting the customers know that, indeed, people are transporting letters from one place to another.
The logo itself is nothing to bask about. It’s a rather simplistic drawing and the change from an eagle to a pigeon seems odd. The new name is actually an old name, which goes back to the beginning of the twentieth century, so I guess they are going for tradition and nostalgia with the idea of a pigeon
hand-delivering beak-delivering your mail. The typeface looks as default as it can be, I don’t even know what it is, but I do like the hot pink accent over the “E”. So, overall, it’s a great way to define a new era for the postal service, but the execution leaves a lot to be desired.
Thanks to JJ for the tip.