Since its beginning roots in 1775, the United States Postal Service has been serving the American people. Its history has helped shape American life for millions by delivering letters and packages across the country. Although USPS provides excellent service to the American people, its current branding feels like it’s stuck in the past. The goal of this rebrand was to bring USPS’s logo and imagery from the 20th century into the 21st century. The new logo and imagery respect the history of USPS while still looking toward their bright future.