A loud scandal has erupted on social media regarding the rebranding of Ukrposhta. The company spent about 600,000 hryvnias on the rebranding, which sparked a wave of criticism from users. The CEO of the enterprise, Ihor Smilianskyi, publicly engaged in heated discussions, responding to commentators with sharp and offensive remarks.
This is reported by Finway
Brand Update and Public Reaction
Ukrposhta recently presented a new logo and corporate font, marking the company’s second rebranding in the last nine years. According to Ihor Smilianskyi, the implementation of the updated brand is taking place gradually: changes are primarily being introduced in new services, parcel lockers, and branches. The new identity was developed by the Spiilka Design Büro, emphasizing that the modern style draws inspiration from early 20th-century Ukrainian postal aesthetics, with the postal horn now stylized to resemble the letter “U.”
Some social media users reacted negatively to the news about the rebranding expenses, highlighting the unsatisfactory condition of branches in rural areas. In response, Ihor Smilianskyi repeatedly participated in discussions on Threads, using a sarcastic tone and sharp remarks.
Escalation of the Conflict and Online Disputes
In the comments on Smilianskyi’s posts, blogger Ivanna Kuzma noted that Ukrposhta’s identity with deep meaning would not help if the branches in villages and towns remain in poor condition. In response to her comment, the CEO replied sarcastically and posed a rhetorical question about the public’s reaction to the possibility of spending even more money on repairing rural branches. The discussion then took on an openly offensive tone. In particular, Smilianskyi made inappropriate remarks towards Kuzma and other users.
“Yes. And now let’s imagine for a moment that I go out tomorrow and say — we are announcing a tender not for 600,000, but for 60 million for the repair of rural branches. What do you think the uproar on social media will be: about our taxes, … it would be better to spend on drones … will it be the same as today, or worse? And the employees are just lying.”
After this, outraged comments appeared online regarding the unacceptability of such a manner of communication from the head of a state company. Users condemned the offensive remarks, while Smilianskyi continued to respond sharply, stating that he did not see a woman in his interlocutor, as he was unfoundedly accused of corruption. Similar remarks were made towards YouTube blogger Stasia Mar, who had previously criticized Ukrposhta’s work in her video.
The scandal surrounding Ukrposhta’s rebranding and the subsequent reactions from its leadership has sparked widespread resonance in society and once again raised questions about the ethics of communication by representatives of state companies in the public space.