Main points
- Ukrposhta CEO Ihor Smilyanskyi got into a scandal for calling a commentator a “prostitute” in response to criticism of spending 600,000 hryvnias on the company's new logo.
- Ukrposhta spent 600 thousand hryvnias on a new logo in the shape of the letter “U”, designed by Spiilka Design Büro, which caused outrage due to the poor condition of branches and low salaries of employees.
The CEO of Ukrposhta got into a scandal / Collage of Channel 24, photo of Ukrposhta, village.com.ua
A scandal erupted on social media regarding the change of the Ukrposhta logo for 600 thousand hryvnias and the reaction of the company's CEO to Ukrainians' comments about it. In particular, Ihor Smilyansky called one of the commentators a prostitute.
Why did Smelyansky get into a scandal?
The CEO of Ukrposhta called a commentator a prostitute who called spending money on changing the company's logo theft. The scandal spread to threads.
According to the Prozorro procurement system, the new logo for Ukrposhta cost 600 thousand hryvnias . In total, the company planned to spend 1.2 million hryvnias on a complete rebranding. This is the second logo change under the leadership of Igor Smilyansky.
The public was outraged that many Ukrposhta branches are allegedly in poor condition and in need of repair, that employees are paid meager salaries, and that the company is spending money on rebranding. They also noted that the current logo in the form of the letter “U” is almost identical to the previous “pin” – it was simply turned upside down.
Because of this, Threads began publishing angry comments directed at Smilyansky, and he, in turn, began to respond.
Controversy involving Smilyansky in Threads / screenshot from Channel 24
Controversy over Smilyansky's participation in Threads / screenshot from Channel 24
Controversy over Smilyansky's participation in Threads / screenshot from Channel 24
What is known about the rebranding of Ukrposhta?
The company's new logo is a postal horn in the shape of the letter “U”, writes Ihor Smilyansky, CEO of Ukrposhta.
It is known that the visual component was developed by Spiilka Design Büro. The new fonts are based on images of Ukrainian postage stamps from different historical periods – from the time of the UNR to the restoration of Ukraine's independence. They use motifs of the UNR “steps”, stamps from the times of the Hetmanate of Pavlo Skoropadsky, and the works of Heorhiy Narbut.
New logo / screenshot from Ukrposhta video
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Smilyansky's previous scandal on social media
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In September 2022, Ukrposhta CEO Ihor Smilyanskyi found himself at the center of a scandal after a series of obscene tweets. The reason for the altercation was a user's post that discussed the work of branches and the dismissal of postmen for failing to meet the plan.
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The conflict began with a post by user X with the nickname Red Kangaroo, who wrote: “Smilyansky is such a powerful manager that they can fire the postman at my Ukrposhta branch because the subscription plan was not met.”
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Then, discussions began about the low salaries of postmen and the need to pay for overdue goods with their own funds.