Ter's Video Summary #3 (€250,000 on a logo change!?)

Correos (Spain) logo evolution

3 years ago, in Spain, there was a controversy because a public company (Correos), made a logo change that was €250,000, but that isn't true at all. Ter's new video was about explaining what really happened.

If you see the first picture in this blog, you (just like Twitter 3 years ago) are going to think Correos paid €250,000 on deleting 6 dots, but this amount of money wasn't spent only on this, it was a whole rebranding to the company.

Correos needed this rebranding because in this modern world, almost nobody is sending letters, and what is actually been sent are packages. In 2016 Correos made an internal update to level up their game on sending packages because this is where the company was (and is) relying on to keep existing. The thing is nobody noticed it! So to solve this and tell Spain that they are good at sending packages, they had a budget of €250,000.

They made a full renovation on its branding and it costed €139,000, meaning they didn't spend the whole budget.

Now, you may be still asking yourself: Where did the €139,000 go? It went with this whole project. First thing they did on the project was delete all the dots from Correos' logo, put more space between every element in the logo, change the cross on top of the crown to a plus sign (+) and erase the name of the company on the logo.

Then, they deconstructed the logo with its patterns and its colors and with this, they could adapt it to identifications cards, conference screens, merchandising, web pages, apps, mailboxes, motorcycles, trucks...

With their trucks, it was harder, because they needed to think of the size of each truck they have, where is the door (because the logo can't be split on 2 by the door when it is open), they thinked to tell in their trucks if it is an electric one ("Este vehículo es verde" = "This vehicle is green") and where to say it.

They also created an etiquette for their offices to follow including how to adapt it to different sizes/geometry/organization/issues of an office. Besides, they made a logo and design (matching with their identity) for the 6 apps they have, for all their social media, for their pdfs in all types of colors (digital colors or physical colors, because it can be printed). The etiquette, in addition, expanded to how they will manage their social media, like in a funny way or a serious way or an angry but funny way or whatever they wanted.

You also need to grasp around your mind that Correos also made their own typography, so we can see each section of the company still is Correos no matter what we are doing. And finally, THEY MADE A TRAP SONG. Probably most of the budget was spent on this big summer hit.

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Hope you enjoyed reading this as much as I did writing it!

Correos full trap: https://youtu.be/5Ag6Ks0Fm10