In late September, the Norwegian postal service launched a new brand identity. The previous logo is reminiscent of other European postal service logos, featuring a golden bugle and royal flourish. Classical. Recognisable.
The old Posten logo
I can’t find a good image of it, but the old Posten brand had this lovely humanistic touch of a thread (perhaps old packaging twine?) which would play across the designed surface and end by forming a warm and cuddly rough depiction of something. For example, an outline of two people conversing, or the globe. Isn’t it nice to think of the postal service bringing people together across the world? It was abstract, modern, meaningful and delicate.
An old Posten truck with thread device (source: Dagbladet.no)
Then they decided on a redesign to reflect the expanding international empire which includes a courier service cunningly called Bring.
The new Posten logo
“We’re here from Posten and Bring to ram our new logos down your throat. Look, do you notice how subtly similar they are?”
What a mess. The new logo is a fine example of 90’s vacuous rubbish. In what way does it reflect Posten’s core business, or a 361 year history?
Pretty sure its a Death Star prototype.
Was Vadar Norwegian ?
— Pete · Jan 6, 07:37 AM · #
Can’t rule it out, Pete. He had a funny accent, blonde hair and blue eyes. Some else noted that the new logo looks a lot like a Pokemon ball, and it indeed it does – scarily so.
— Clint · Jan 10, 04:51 PM · #