La Poste
Graphic Design
Documentary
How to revitalize an aging brand identity while maintaining its multigenerational image, which is known to all?
Year
2024
Services
Art Direction, Website Design, No-Code Development (Framer)
Story
Context
Created in 1960 by Guy Georget, La Poste's visual identity is distinguished by a stylized logo evoking a bird, an arrow, or a rocket, symbolizing the unity and diversity of postal, telephone, and financial activities. Renamed La Banque Postale in 2006, then a public limited company in 2010, the group has evolved its emblem—the blue bird in a yellow oval—to embody both continuity and openness to the future.
Assignment
Create a new visual identity for La Poste to modernize it while maintaining its multigenerational image.
Trace the history and highlights of the brand
Create a mood board of visual research elements for the new brand identity
Create the graphic charter and logo for the new brand identity
Adapt this new identity to different digital formats
Graphical charter
primary text
secondary
text
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primary text
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Colbert Regular wide
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Montserrat Bold
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Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
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Montserrat Regular
Montserrat Regular
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secondary text
Digital inflections
Devices
Graphical charter
La Poste
Graphic Design
Documentary
How to revitalize an aging brand identity while maintaining its multigenerational image, which is known to all?
Story
Context
Created in 1960 by Guy Georget, La Poste's visual identity is distinguished by a stylized logo evoking a bird, an arrow, or a rocket, symbolizing the unity and diversity of postal, telephone, and financial activities. Renamed La Banque Postale in 2006, then a public limited company in 2010, the group has evolved its emblem—the blue bird in a yellow oval—to embody both continuity and openness to the future.
Assignment
Create a new visual identity for La Poste to modernize it while maintaining its multigenerational image.
Trace the history and highlights of the brand
Create a mood board of visual research elements for the new brand identity
Create the graphic charter and logo for the new brand identity
Adapt this new identity to different digital formats
Graphical charter
primary text
secondary
text
Colbert Regular wide
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
Montserrat Bold
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
Montserrat Regular
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
primary text
Colbert Regular wide
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
Montserrat Bold
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
Montserrat Regular
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
0 1 2 3 4 5 6 7 8 9
secondary text
Digital inflections