TNT Mail, part of postal service company TNT UK, is unveiling its first brand identity, designed by Sutcliffe Reynolds Fitzgerald, to bolster its long-term strategy to rival Royal Mail.
The identity is based on an artwork theme dubbed ‘Post Modern’, and develops the iconic three-roundel logo that brands other TNT divisions, such as TNT Express and TNT Logistics. The identity uses 12 different art images, each representing TNT Mail’s core values, which will be applied across all marketing, print and retail products.
The aim is to clearly differentiate TNT Mail from other TNT businesses to create a ‘fresh, young, modern’ brand that will attract customers away from Royal Mail, says Simon Dolph, head of marketing and communications at TNT Mail.
Dolph explains, ‘We want to create our own identity and personality through the brand.
‘The design allows us to get away from pictures of trucks, vans, and men in overalls moving bags of mail. The concept is innovative and flexible.’