“Some kind of monster”: a scandal broke out between Smilyansky and a social media user amid the rebranding of Ukrposhta
Фото: Igor Smelyansky - Ігор Смілянський / Fectbook
In early February, on its 32nd birthday, Ukrposhta announced an update to its brand style — a change in the logo and corporate font.
This was announced by the company’s CEO, Igor Smilyansky.
“On our birthday, despite the snowdrifts, frosts and all obstacles, we continue to deliver your parcels and pensions […]. Over 72% of our team are women. That is why Ukrposhta itself is like a true Ukrainian woman: strong in spirit, beautiful in heart, tireless in work and full of inspiration,” he wrote.
According to him, the brand’s new logo reinforces Ukrainian identity, and the font reinforces the postal aesthetics of 1918–1921 in a modern form.
As explained in the video released by Smilyansky, the new logo is a familiar postal horn, inverted to resemble the letter “U.”
After the release of the new identity, active discussion of the rebranding began online. Social media users criticized the update, focusing on its cost and feasibility.
Some commentators emphasize that the company is updating its identity, while the post offices look bad.
In particular, a Threads user criticized Ukrposhta’s decision. “What is being done in small towns and villages is barns, not branches,” she wrote.
A fight broke out between the girl and Smilyansky. The user admitted to stealing money.
In response, the company’s CEO said: “Well, if we steal, then you’re a whore. I have as much evidence as you do, and insulting is always funnier than saying something nice. So we’re thieves, you’re a whore. 1-1.”
Later, some people supported the girl in the comments, paying attention to the tone of Smilyansky’s conversation with the woman.
“Where did you see the woman? I didn’t see her. Some bastard accused me of corruption without facts, and I didn’t immediately notice what gender and bastard she was,” the official replied.
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