Royal Mail identity appointment

The Royal Mail has appointed Interbrand Newell and Sorrell to carry out a visual audit of its master brand, following a four-way pitch.

The consultancy is believed to have been up against Landor Associates, Nucleus Design and one other consultancy. The last visual audit was carried out by Landor three years ago.

“This type of review is standard procedure… and is designed to feed back comments and issues about how the identity is used in all its aspects,” says a Royal Mail spokesman. “It is a review of how well Landor’s identity is doing.”

The results will be used to develop the next stages of the ongoing implementation programme and address the main issues raised as part of the research feedback, he adds.