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Royal Mail updates brand imagery with informal photos

LONDON – Royal Mail has commissioned new photography from design agency Start Creative as part of the revamp of its brand identity.

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The images, warm and informal in nature, are designed to support Royal Mail's brand principles of being straight, personal and bold.

They range from graphic abstracts to more literal, illustrative shots and portray a diverse range of locations and subject matter.

Start gave photographers Simon McComb and Iain Crockart a number of briefs within which they had free reign.

David Shalam, creative director at Start, said: "Royal Mail's new approach to photography requires a braver approach to commissioning and briefing. The reason for this is simple: capturing more honest and spontaneous results requires a more honest and spontaneous approach."

The new images will have a wide range of uses across Royal Mail and will be deployed as part of its brand imagery in below-the-line, website, PR and internal communications.

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