A Transformed Brand for a Transforming Business
Global brand consultancy FutureBrand today announced a new brand strategy and identity for Pitney Bowes, a global technology company that provides innovative products and solutions that enable physical and digital commerce. The result of a yearlong collaboration between the two organizations, the brand modernization marks a key milestone in the business’ ongoing transformation.
The new strategy and identity were designed to more clearly and evocatively tell the organization’s story as it continues to expand into new markets, including digital commerce and software, while continuing to innovate in its core mailing and shipping businesses.
Informed by robust global employee and customer insights, the updated brand work brings focus to Pitney Bowes’s unique point of difference, namely the meaningful impact created by the accuracy and precision it delivers in its services and solutions around the world. “This simple yet powerful idea – Accuracy and Precision for Impact – is rooted in a foundational truth about what Pitney Bowes has always delivered – first in the world of mail, and now in the connected and borderless world of commerce,” said Kari Blanchard, Executive Director of Strategy at FutureBrand. “Having the opportunity to develop a transformative strategy and identity that will help this iconic brand claim their role in the changing world of commerce is a rare and special opportunity – it has been an incredible experience for us here at FutureBrand.”
To translate the new brand positioning visually, FutureBrand created a symbol that draws from Pitney Bowes’s heritage, but in an entirely future-focused way. That meant creating a proprietary logotype paired with an ambitious symbol representing the rippling impact Pitney Bowes creates. The result is an identity that is modern, bright and dynamic, paying tribute to founders Pitney and Bowes (p and b) and symbolizing the impact of Pitney Bowes’s commerce solutions for clients around the world.
“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. Pitney Bowes powers billions of physical and digital transactions every day and we wanted that to come across in a modern, new symbol,” said Lloyd Blander, the Creative lead on the assignment at FutureBrand.
To accompany the logo and visual elements, the agency created a suite of assets, touchpoints and materials that will help bring the story to life and change the way employees and customers worldwide view the brand.
“We are at an important inflection point in the 95-year history of our company,” said Bill Borrelle, Senior Vice President, Brand Strategy and Integrated Marketing Communications at Pitney Bowes. “Our new brand strategy brings clarity to how we enable physical and digital commerce and underscores our focus on getting it right in areas such as Location Intelligence, Customer Information Management, Global Ecommerce and Mailing & Shipping. We are incredibly proud of this work and what it represents for the future of our business.”
16 January, 2015