Post Office spends £2m to rebrand as Consignia

The Post Office is spending £2m to change its name to Consignia in a bid to attract more corporate customers, including those from advertising and marketing firms.

LONDON (Brand Republic) - The Post Office is spending £2m to change its name to Consignia in a bid to attract more corporate customers, including those from advertising and marketing firms.

In a statement yesterday, chief executive John Roberts said the change was necessary to promote “modern and rapidly expanding services” at home and abroad.

He said that the 350-year-old Post Office name could not be legally protected and did not differentiate it from other postal administrations.

The public would not notice any changes because the Royal Mail and Parcelforce brands will remain when the new logo makes its first appearance in March.

During that month, the Post Office will also become a government-owned plc with greater powers to invest and borrow, aimed at its corporate customers

Roberts said these customers were in the financial services, telecommunications, home shopping, and advertising and marketing sectors. Together, he said, they accounted for nearly a third of the Post Office’s £7.5bn turnover.

But the cost of the change has angered the postal union and the industry’s consumer watchdog. The Consumer Council for Postal Services said it would be “unacceptable” if the £2m cost led to higher prices.

“We feel the public is paying enough for the services the Post Office is providing,” the council’s deputy chief executive Stephen Harris said.



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