Commerce specialist Pitney Bowes rebrands for first time in 40 years

This is just the third logo design in the company’s history. The first appeared in 1930, the second in 1971 and the new identity is revealed this week.

FutureBrand says its New York office has been working on the new identity for a year. It says the new branding looks to “more clearly and evocatively tell the organisation’s story as it continues to expand into new markets”.

Pitney Bowes president and chief executive Marc Lautenbach says: “We are not the same company we were several years ago. We have expanded our business into high growth markets, including digital commerce and software, while at the same time continuing to innovate in our core mailing and shipping businesses.

“Our new brand strategy and identity not only reflect who we are today, but also where we are going in the future.”

Futurebrand says the new identity “draws from Pitney Bowes’s heritage, but in an entirely future-focused way”.

The logo features a “P” and “B” and, according to FutureBrand “represents the rippling impact Pitney Bowes creates”.

FutureBrand executive director of strategy Kari Blanchard says the new identity is based around the concept of “accuracy and precision for impact”.

FutureBrand creative lead Lloyd Blander says “It is rare that you get the opportunity to develop an identity that fully expresses the brand strategy and touches every aspect of the experience.

“We set out to create a monogram that is the singular expression of accuracy and precision for impact.”

 FutureBrand says it has also worked on a suite of assets, touchpoints and materials as part of the rebrand. The new Pitney Bowes website has been created by DigitasLBi.