Straightforward brand consolidation for the DPD Group

GeoPost, the international parcel group owned by France's mail company Le Groupe La Poste, announced a new brand strategy last week. Its parcel delivery network will be united under the new umbrella brand DPD Group, capitalising on the recognition of DPD, the major European parcel company that is part of GeoGroup. This exercises includes new logo for DPD Group and DPD.

The London office of Lippincott worked with GeoPost to develop the new brand hierarchy, the new name and the refreshed logos. The new symbol is a red cube, an evolution of the previous logo. It reflects the "straightforward and pragmatic approach" of the group.


A French subsidiary, delivery company Chronopost, gets a new logo in the same style as DPD. Other subsidiaries, such as the Spanish group SEUR and the British Interlink Express, keep their existing identities, but will use the DPD Group tag as an endorser.

New Chronopost logo.

Previous Chronopost logo.

"At the heart of the new visual identity, we created the ‘red cube’, a symbol to serve as the visual connection between the businesses. The simplicity of the red cube reflects the straightforward and pragmatic approach of DPDgroup. By owning the category symbol – the parcel – the identity also reinforces their stature as delivery experts. The red cube is an evolution of the previous DPD logo, expressing pride in the past, whilst being resolutely modern and future-oriented. The new lowercase typography suggests a more human and less institutionalised approach, and the refreshed red will serve as the group’s signature colour." - Lippincott

"Through a thorough diagnosis across 15 business units, involving employees from the leadership to the front line, we were able to understand the group’s strengths and ambitions. Leveraging these insights, we created a new positioning for the group: ‘Closer Connection’. The brand idea “Closer Connection” positions the business as the experts of parcel delivery who build closer connections with all their customers through personal responsibility, brilliant simplicity and the flexibility to adapt. It was developed to set a common direction internally, and inspire collaboration.

We then helped GeoPost progressively integrate the positioning into all aspects of the business, ranging from the customer digital journey, to employee service behaviours, including the development of signature experiences that build upon GeoPost’s existing strengths. The first of these signatures are ‘Predict’, an innovative time-delivery service, and ‘Pickup’, the Group’s PUDO network, both reinforcing the idea of simplicity and convenience for the customers.

We also developed a common service culture across the Group, based on four commitments to encourage all employees to think and act with a renewed service mindset focused on the customer.

To help GeoPost and its businesses build their recognition as international delivery experts, we helped redefine their brand architecture and designed a new visual identity system. A key part of this work was the creation of DPDgroup, the new name to bring the international network together, to endorse the Group’s commercial brands." - Lippincott

GeoPost
Lippincott