Saudi Post and Logistics (SPL) Group revealed its new brand, which was developed in collaboration with the world's leading brand consulting firm, Interbrand. Nancy Villanueva, Interbrand's CEO Iberia & Middle East, states: "We are very proud of contributing to the creation of SPL's brand, as one of the pillars of KSA's Vision 2030 is to transform the region into a global logistics hub. SPL's conviction is fueled by the relentless spirit and determination to help make people's personal and professional lives simpler, richer and more gratifying". Saudi Post and Logistic (SPL) Group is born as a logistics holding company that expands its portfolio of products and services, becoming the national champion in postal and logistics solutions by providing added value to customers and linking KSA to the world. In order to increase usage and compete in the market as a differentiated player, SPL has built a powerful brand. In collaboration with Interbrand, the logistics group crafted its ambition, leading the regional postal and logistics industry by connecting people's lives to what they value most and empowering the masterbrand so it drives choice and preference by defining a new brand strategy whilst transforming key touchpoints and experiences to accompany SPL on this growth journey. SPL's brand expression represents the modernity, authenticity and diversity of KSA, whilst remaining true to an improved customer-focused approach. The new brand is infused by a blue color palette which drives distinctiveness, and portrays trust, digitalization and vision. The brand and customer emotional bond is captured by two paths that connect in a wide variety of ways, framed and supported by a unique dual-language logotype (Arabic and English). The new brand is being implemented in an omnichannel ecosystem, "demonstrating that SPL is no longer just sending letters and parcels, but striving to become a true experience-first ecosystem for businesses and citizens of KSA", stated Villanueva. — SG
