Royal Mail

Royal Mail is a postal service and courier company operating across 40 countries. With a score of 6.68, it comes in at number 40.

Without a doubt, Royal Mail shines brightest for its ESG strategy. The corporate responsibility strategy is an integral part of delivering the core strategic priorities for the business. It has conducted a rigorous materiality analysis and has several non-financial KPIs which are aligned to the UN’s SDGs and reviewed annually. With commitments, plans to reach objectives and an unwavering outlook for the future, Royal Mail accounts for its wider impact on people, society and the environment. The main opportunity for Royal Mail to move its brand forward lies in defining a central brand idea. Currently, there are several messages being used (‘Digitally innovative brand’, ‘Connecting customers, companies and countries’) but no overarching ‘red thread’, resulting in an inconsistent brand story. Although the red colour is clearly a distinctive brand identifier, there is no ownable visual style for illustration, graphics and photography, so the brand feels somewhat limited from a creative perspective. The visual identity could also benefit from a secondary colour palette, which would allow the brand application to enjoy more flexibility.