The LUXGSM brand, with its three letters ‘GSM’, no longer reflected the range of services marketed. In light of this, it was clear to build a new identity based on the unique and common background of our different business sectors.
This new identity embodies the desire of P&T to reposition itself as a unique brand. The name and visual identity of POST Luxembourg encompass the identity of the various services on offer.
POST Luxembourg, a lot more than just a new name
According to Claude Strasser, CEO, «This is not a simple rebranding exercise, but a root and branch review of all our business sectors. This procedure enabled us to draw up a coherent brand architecture for P&T and the Group».
And he added: «The new brand reflects the company’s ethos and the commitment to its customers.
Our vocation and know-how are made available to private customers and businesses in order to improve
their daily lives. We want to help them realise their projects by offering flexible and innovative communication solutions, while displaying a spirit of responsibility and respect to all. We therefore wish to build a brand which symbolises this special relationship».
First, a coherent approach
«Our mission began before coming up with the design - we provided our support to management at the
strategic repositioning stage. We developed an identity based on a brand strategy by carrying out an in-depth assessment of the company’s values and market reputation. This first stage led to the creation of a sustainable brand, an essential component for the success of the project. This type of rebranding exercise is extremely exciting as it allows us to support the company in a holistic manner throughout the design lifecycle and toconceive a project, with the backing of the in-house teams», stated Gwenaël Hanquet, Managing Director of Minale Design Strategy, the agency which supported P&T in this project.
One name, many services
POST delivers the communication tools and services to provide everyone with the opportunity to establish, maintain and develop their ties with family, friends and customers, anywhere and at any time. In other words, avast network open to all.
The name
The word ‘POST’ is simple, modern, international, strong, unpretentious and highly appropriate for this sector. POST demonstrates the willingness to reaffirm its roots, Luxembourgish values and to develop its future ambitions.
The colours
The colours symbolise the integration of the two leading brands in terms of products, notably P&T (the yellow and green) and LUXGSM (the blue). They have not been changed as they illustrate the history and status of the company on the markets in which it operates.
The logo
By using dynamic and transparent shapes, the logo embodies the POST’s raison d’être - its willingness to bring individuals and businesses closer together. The curves represent the permanent bond which is created between people and organisations. They epitomise and showcase the name ‘POST’. Visually dynamic, the logo also symbolises diversity. The unclosed circle of the logo embodies openness, another source value of our group.
The typeface is singularly modern, yet remains loyal to its traditions. A special typeface has been selected for this particular picture. The bold characters were chosen to embody our commitment to serve all customers.
In practice
As part of this new integrated brand, the company name LUXGSM S.A. shall become POST Telecom S.A., with POST Telecom as the commercial brand.
In order to differentiate between the different business sectors, the POST brand will cover POST Courrier
for postal services, POST Finance for postal financial services and POST Technologies for infrastructure
and technical platform management.
The subsidiaries of the group will keep their existing brands and, on a case by case basis, will be strengthened by the new POST brand, as POST Luxembourg Group.
The new identity will be implemented gradually across all communication supports as from autumn 2013. In the meantime, P&TLuxembourg and LUXGSM names and logos will continue to be used in all communications.
Source: POST Luxembourg