CouriersPlease reveals brand refresh

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By Published On: October 31, 20231 Comment

CouriersPlease is ditching its distinctive yellow and red colouring as it unveils a new brand identity. 

As it wraps up its 40th year of deliveries, CouriersPlease has unveiled a fresh new brand identity heading into 2024. 

According to a company statement, “The brand refresh includes a new, more contemporary logo and new colourway that will be progressively rolled out across CouriersPlease’s marketing collateral, website, satchels and vans from this month. The logo has a clever new typographic design, with the ‘O’ not only depicting a location point on a map, but a head-and-shoulders outline to convey the brand’s people-focused culture. Whether a franchisee, an employee or a customer, CouriersPlease’s people are at the heart of the company.

 The new logo will be displayed across all new branding collateral, most notably CouriersPlease’s delivery vans. All new vans will be white, with the new logo displayed on the bonnet, rear window, and both sides of the vehicle. The rear of each van will also feature the company’s sustainability message: Delivering for People and Planet.”

The courier’s new identity leans more into its sustainability goals. The new van design no longer requires a yellow vinyl wrap, which also results in more accessibility and cost savings for its new franchisees. 

On top of being Low Co2 certified, CouriersPlease has been building Green Star-standard depots with solar power, reusable water systems and electric vehicle chargers. It is trialling electric vehicle deliveries and rolling out a carbon calculator to track delivery emissions.

CEO Richard Thame explains why CouriersPlease is leading the brand refresh with a commitment to people and sustainability: “As the industry’s challenger brand, we are continuing our journey in becoming the fastest-growing courier and parcel delivery service in Australia to improve convenience for the retailers and shoppers – but we want to achieve that goal with the environment in mind. 

“Our logo may be red, but our future is green at CouriersPlease, and we are making every decision with sustainable considerations to boost our attractiveness for retailers with an environmental conscience and to help meet the expectations of customers.”

“The logo on our vans will also feature a QR code that will allow people to directly apply to become a CouriersPlease franchisee. Our vans are our mobile ambassadors, and we want to attract like-minded people to join our team. We are actively growing our territories and franchisee network – currently at 850 and 800 respectively – on the back of our strong ongoing growth in parcel volumes since the pandemic. In the September quarter alone, our volumes grew 25 per cent on the previous year.” 

Sold to Singapore Post for $95 million in 2014, the company announced earlier this year a global logistics expansion worth $150 million as it keeps up with the ecommerce boom. With the brand refresh, “an opportunity for CouriersPlease to launch the company’s new cross-border solution.”With the company stating that removing the map of Australia from the logo helps to communicate the company’s global growth ambitions. 

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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One Comment

  1. Matt Lyons November 18, 2023 at 7:03 PM - Reply

    Ditching depots to rebrand their vans. They’ve just become another civic couriers or capital transport.

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