Dragon has created the £2m name and corporate identity for Consignia, formerly known as the Post Office Group.
The rebrand is designed to reflect the scope of its business outside of postal and delivery services, which runs from financial services to home shopping. It will also help it compete in the global market as it prepares to become a public company in March.
Consignia will be the name of the holding company. Consumer brands, such as Royal Mail and Parcelforce, remain unchanged.
“The new identity aims to be relevant to large corporate customers who use more than one arm of the Post Office,” says Dragon brand consultant Nina Cooper. She says the logo reflects the heritage of the business with a red, blue and green colourway.
Post Office chief executive John Roberts says the name clarifies the role of the holding company, “in a way that the words ‘post’ and ‘office’ cannot. ‘To consign’ means to ‘entrust to the care of’.”
Blind research on the new corporate name to test reaction to it yielded comments, such as “modern, meaningful and entirely appropriate” Cooper says.
Dragon is the Post Office’s incumbent brand consultancy.