Three global postal services (TNT, Royal Mail and Singapore Post) were planning to operate as a single company under one name. The new name had to reflect the brand values of the existing parent organisations and the positioning of the new organisation. It also had to stand out from the existing conservative postal services. The core values of innovation, progressiveness and customer retention all had to be reflected in the name. It also had to be possible to register the name worldwide as a brand name and a trademark. And in terms of communication the name had to be suitable for virtually every continent. SPRING stands for growth, vigour and development, as well as for flexibility. It also refers to something that continuously recurs: the continuous ties between the organisation and its customers. The completion of this global project took four months, from the briefing to the registration of the name. The various checks took three months and the creative process was completed in less than a month.