The logotype for O2 Extra, a benefit program for the customers of Telefónica O2, was created to reflect the wide-ranging target audience. From teens through to 50+, from street culture to classical music – each major event supported by O2 Extra had it’s own version of the logotype. The basic version of the logotype (a simple arrow with text) was dressed for each occasion with a specific finish: for the classical music events it was made from hundreds of small dots, for the skateboarding competition it was treated as a stencil artwork and for the sponshorship of Czech ice hockey league it was made from ice texture and the shape of the arrow was modified to resemble lines.
The basic version of the O2 Extra logotype – used on corporate documents and as a 3D object
A proposal for a 3D branding of a snowboard competition sponsored by O2 Extra
A "Classic" version of the logotype – used for classical music concerts sponsored by O2 Extra
Application of the "Classic" version of the logotype on Rudolfinum concert hall
A "Streetstyle" version of the logotype – used for sporting events such as skateboarding and snowboarding competitions
A proposal of "Streetstyle" logotype application on a skateboarding competition
A "Hockey" version of the logotype – used for branding of Czech ice-hockey league sponsorship
A proposal for usage of the "Hockey" version of the O2 Extra logotype
Various versions of the O2 Extra logotype
Various versions of the O2 Extra logotype
Various versions of the O2 Extra logotype
