Matt Chase, a DC-based designer (swoon), offers up a hip, retro-kitsch re-branding of the USPS.  My initial reaction was “gasp this is just too wonderful” but then I thought, “is it too trendy?  Will this kind of design hold up long-term for an institution like the USPS?”  The last (actual) major branding change was back in the 1970s after the postal reorganization and it was pretty major: new colors, new logo, etc.  If we think the USPS’ retro, real-world services are what makes them valuable, and it’s safe to assume we agree on this, than the horse and rider image might actually resonate today.  The eagle itself has gone through something of an evolution since the 1970s but has remained more or less the same.  To be honest, the current, slightly-abstracted eagle has never really done it for me– esp when you see what other countries have done with their postal logos.  I adore Thai Post’s envelope paper airplane, for example.

Click through to Chase’s portfolio for the complete re-design.  It’s lovely and updates the USPS really, really well.  I especially dig the sticker reminding folks that sending letters is fun.  Part of the reason I’ve been so insistent about giving my friends with wee ones postal-themed baby gifts is that, frankly, I’m worried that by the time today’s kids are old enough to really enjoy the post office, it’ll already be gone!  Though, let’s not forget that when people do get mail they do enjoy it– they just don’t think about it.  Perhaps making it hipster cool could change that?

(Thanks to Design*Sponge’s and Fast Company for pointing me in Chase’s direction).