The Badass Postal Service Branding That Could Have Been

Last year, the U.S. Postal Service updated its look, but killed one of the coolest parts first.

For about a year now, the U.S. Postal Service has been looking pretty good. Newly branded signage, mailers, and touchscreens have freshened up the USPS identity. But until this week, no one knew who did the work. New York studio GrandArmy has stepped forward to claim the project. And in doing so, the designers have revealed a part of the design process we rarely get to see: They've shared their original ideas for the rebranding--pieces of their work that USPS then altered, without further consulting the agency.

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