Royal Mail is extending its brand further into the electronic marketplace with the launch of ViaCode, an electronic encryption service for the delivery of secure e-mail.
In conjunction with Carter Wong & Partners, the postal service is seeking to create a new service brand aimed at the business marketplace, which builds on its credibility gained delivering traditional post.
By offering itself as a trusted third party providing facilities for on-line credit card transactions, Royal Mail hopes to win converts among the 71 per cent of businesses which still refrain from sending confidential information on-line.
Carter Wong account director Helen Rayner says the brand represents a totally different approach for Royal Mail. “The design features a bold abstract illustration by Marion Deuchars which uses a strong colour palette and is representative of the three- way relationship between Royal Mail and the two communicating parties,” she says.
The design is being applied to service literature and digital applications, although no above-the-line advertising is currently planned. Supporting photography is by Mike Austen.
See News Analysis, page 8