{"id":1354280,"date":"2026-02-05T18:35:31","date_gmt":"2026-02-05T16:35:31","guid":{"rendered":"https:\/\/prm.ua\/some-kind-of-monster-a-scandal-broke-out-between-smilyansky-and-a-social-media-user-amid-the-rebranding-of-ukrposhta\/"},"modified":"2026-02-05T18:35:31","modified_gmt":"2026-02-05T16:35:31","slug":"some-kind-of-monster-a-scandal-broke-out-between-smilyansky-and-a-social-media-user-amid-the-rebranding-of-ukrposhta","status":"publish","type":"post","link":"https:\/\/prm.ua\/en\/some-kind-of-monster-a-scandal-broke-out-between-smilyansky-and-a-social-media-user-amid-the-rebranding-of-ukrposhta\/","title":{"rendered":"\u201cSome kind of monster\u201d: a scandal broke out between Smilyansky and a social media user amid the rebranding of Ukrposhta"},"content":{"rendered":"

In early February, on its 32nd birthday, Ukrposhta announced an update to its brand style \u2014 a change in the logo and corporate font.<\/strong><\/p>\n

This<\/span> was announced by<\/span><\/a> the company’s CEO, Igor Smilyansky.<\/span><\/p>\n

\u201cOn 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,\u201d he wrote.<\/span><\/p>\n

According to him, the brand’s new logo reinforces Ukrainian identity, and the font reinforces the postal aesthetics of 1918\u20131921 in a modern form.<\/span><\/p>\n

As explained in the video released by Smilyansky, the new logo is a familiar postal horn, inverted to resemble the letter \u201cU.\u201d<\/span><\/p>\n

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.<\/span><\/p>\n

Some commentators emphasize that the company is updating its identity, while the post offices look bad.<\/span><\/p>\n

In particular, a Threads user<\/span> criticized<\/span><\/a> Ukrposhta’s decision. “What is being done in small towns and villages is barns, not branches,” she wrote.<\/span><\/p>\n

A fight broke out between the girl and Smilyansky. The user admitted to stealing money.<\/span><\/p>\n

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.”<\/span><\/p>\n

Later, some people supported the girl in the comments, paying attention to the tone of Smilyansky’s conversation with the woman.<\/span><\/p>\n

\u201cWhere did you see the woman? I didn\u2019t see her. Some bastard accused me of corruption without facts, and I didn\u2019t immediately notice what gender and bastard she was,\u201d the official replied.<\/span><\/p>\n\n\t

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