PostNL subsidiary Spring today dropped its long-standing ‘Global Mail’ name and re-branded with 'Global Delivery Solutions' as part of its strategic re-positioning.
The new brand supports the company’s rapid international growth in an evolving, solution-demanding e-commerce market in which Spring positions itself as the reliable partner for global deliveries.
Freia Goederaad, Marketing & Communications Manager at Spring, explained: “In the past years, we enjoyed rapid growth and gradually repositioned ourselves as an e-commerce services partner. We introduced new solutions such as a cost-effective postal solution for small packets and an international returns platform, shifting from being a mail-only provider to a full mail, parcel and return solutions provider.
“The Spring brand, however, wasn’t following. As a result, the brand no longer reflected what the company really does, what it stands for, and why people clearly should choose Spring.”
According to the company, the new tagline “Global Delivery Solutions” makes clear what the company offers today and in the future, while clarifying the international context the company operates in, the business of cross-border deliveries, and its solution-oriented approach.
The accompanying new visual identity has a ‘boxy’ shape, depicting a parcel and referring to the delivery business, while the new Spring identity and colours are also more in tune with PostNL, the parent company.
Goederaad added: “The new Spring brand will also support our growing portfolio of e-commerce services, with clear choices. And we are looking forward to the new solutions that will be launched next year.”
Tijs Reumerman, CEO of Spring, concluded: “The end result is a refreshed brand with supporting values that fully represent our ambition and position within the market. At Spring we listen, inspire and deliver.”
Meanwhile, Spring has also launched a new postal service from the UK to Germany with final delivery made by PostCon, PostNL’s German subsidiary. Targeted mostly at business mail customers, the service offers price-competitive and fast delivery through PostCon’s nationwide network.
Founded in 2001 as a three-way international partnership between PostNL (TNT at the time), Royal Mail and Singapore Post, the company has been fully-owned by the Dutch postal group since 2013, and provides deliveries of mail and parcels to 190 countries. The business generated revenues of €189 million in 2014, a 23% rise on 2013 driven by volumes from Asia to Europe.
