Ukrposhta has rebranded: how much did the rebranding cost, and what did the company gain?
2 February 18:10
On its 32nd anniversary, February 2, the state-owned company Ukrposhta unveiled its rebranded identity. The new visual identity was developed by the Ukrainian team at Spiilka Design Büro, which created a new visual language for the national postal operator. This was reported by the postal service’s press office , as reported by "Komersant Ukrainian".
This is already the fourth major rebranding in the company’s history—and, as Ukrposhta emphasizes, it is meant to symbolize the completion of an internal transformation against the backdrop of a full-scale war.
From the “pin” to the letter “U”
The main visual change is a return to the classic postal horn. In the new brand, it has taken the shape of the letter “U” —the first letter of the word “Ukraine.”
In this way, the company has moved away from the geolocation symbol (“pin”) it had used since 2017, shifting the focus from physical presence to meaning and connection with Ukrainian identity.
Ukrposhta explains: the war has shown that being “everywhere” is not just a slogan, but a daily mission to remain close to people even under the most difficult conditions.
How Ukrposhta’s brand has evolved
The company notes that each change in its identity reflected a specific stage in the country’s development:
- 1992 — the post horn as a symbol of the formation of the Ukrainian postal service;
- 2009 — a flying envelope and a focus on speed and modernization;
- 2017 — the horn and a “pin” with the message “Ukrposhta is everywhere”;
- 2026 — a return to Ukrainian values and cultural identity.
Ukrainian typography and colors
The designers revived the classic combination of blue and yellow and created new typefaces inspired by the history of Ukrainian postage stamps.
According to the Spiilka Design Büro team, the typography references various periods of Ukrainian statehood—from the stamps of the Ukrainian People’s Republic and Pavlo Skoropadskyi’s Hetmanate to the works of Heorhii Narbut. In this way, they strive to imbue each letter with the recognizable “visual voice” of the Ukrainian postal service.
Where the new brand will appear
The updated identity will be rolled out gradually—across digital and physical channels:
- in the “Ukrposhta” app;
- on postal kiosks;
- on new vehicles;
- on employees’ uniforms.
At the same time, the old brand will remain on some signage and advertising media. The company explains this as an effort to avoid additional costs associated with a complete replacement of the brand identity.
Ukrposhta emphasizes that the rebranding was the logical culmination of several years of internal transformation. During this time, the company has automated its sorting lines, achieving 95–98% on-time delivery, launched the “Ukrposhta 2.0” app, expanded its network of parcel lockers, and updated its vehicle fleet, despite the war.
At the same time, the rebranding is taking place against the backdrop of a difficult financial situation. At the end of 2024, Ukrposhta closed the year with a net loss of over 413 million UAH.
The procurement of services for rebranding preparations was announced in June 2025 via ProZorro. The initial estimated cost was over 1.2 million UAH. In July, the company signed a contract with designer Anastasia Zherebetska for approximately 640,000 UAH. Meanwhile, a cheaper proposal from another company was rejected.
Ukrposhta itself has not commented in detail on the financial aspects of the decision, emphasizing above all the symbolic significance of the new brand.
