Chaos franks identity for Easypost

Chaos Design has created the brand identity for Easypost, the Web-based e-mail service launched last week by domain name registrar Easyspace.

According to company marketing director Tina Hulewicz, Easypost will offer personalised e-mail accounts made more ‘credible’ by omitting references to Internet service providers within addresses – which rivals such as Hotmail require – as well as anti-spam and anti-virus protection.

The service comes in response to the recent ‘proliferation of e-mail [products]’, and what the company believes are Web-users’ overriding ‘concerns and needs’, she says.

Chaos was briefed to design an identity that formed a link with the parent brand and its sub-brands and could easily be applied to the website,, literature, HTML e-mails, stationery and advertising, adds Hulewicz.

Chaos creative director Peter Campbell says the Easypost marque builds on the Easyspace logotype and elephant brand character, which the group created last year, with a ‘wavy-line device’ that emphasises the service’s ‘postal element’.

This sits above the strapline ‘Web mail that’s hotter than hot’, which he concedes is a ‘subtle dig’ at the service’s main competitor.

Chaos was appointed to the project, worth a £15 000 fee, on the strength of its work last year, when it created identities and websites for Easyspace and its sub-brands.

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