De Post-La Poste changed its name to bpost and revamped its visual identity.

The rebranding caps a period of transformative change, both inside and outside the organisation. bpost completely reviewed and revised its services and workflows to ensure enhanced customer focus and competitiveness ahead of the full liberalisation of the postal market in Belgium and Europe on 1 January 2011.

Interbrand was responsible for the design. Ahead of implementation NykampNyboer identified the impact of the change on the organisation and the brand’s visual power in time and budget terms.

Implementation began in September 2010 and is an ongoing process, based on gradual replacement. This helps ensure cost-effectiveness, bearing in mind over 1,000 buildings, 6,000 operational vehicles, all public mailboxes and all company uniforms need to be rebranded. Today Design is responsible for all brand applications. NykampNyboer manage the entire process.