We've helped to evolve the Vodafone visual brand identity for over a decade. We continue to accompany them on their exciting journey from British mobile phone provider to global total communications provider.
The brief
By the start of 2013, Vodafone faced two challenges: unifying their brand throughout their worldwide market, and evolving their brand perception from technology provider to service provider.
Vodafone's evolution into a service first business echoes exactly the Brand Union conviction that experience defines brands; consistent positive moments of interaction strengthen the brand, allowing deeper customer relationships. By engaging with their customers more consistently and dynamically, Vodafone intend to enrich and extend the experience of their brand.
Having been involved in the development of the Vodafone brand, we had a unique insight into the culture, methodology and business strategy, along with a deep understanding of their marketplace. This time our challenge was to help Vodafone evolve a more dynamic expression of their visual identity; reflecting their progressive, responsive, service-focused offer; grasping the opportunity to align Vodafone's global brand recognition through a stronger, better coordinated, better supported identity system.
What we did
The evolution of their brand began with analysis of Vodafone's current brand performance across core global markets. Competitor/market analysis was augmented with assessment through our proprietary Experience Imprint to identify strengths and weaknesses in Vodafone customers' brand experience.
We combined these insights with our deep knowledge of Vodafone's culture, history and different marketplaces, calling for contributions from around our own global network.  Different teams presented different interpretations of the brief, influenced by their own local knowledge and experience.
Combining continuity with the past and a more dynamic future, the existing Vodafone visual identity was graphically transformed through its repositioning at the leading edge of a diagonal device affectionately referred to by Vodafone as "The Rhombus".  It cuts across other elements, thrusting itself into messages and environments, calling for attention and inviting participation. It's unavoidable. It's involved.  
The impact
To ensure consistently high levels of impact across the Vodafone global network, the identity's roll-out during the latter half of 2013 was carefully planned and supported. To maximise team buy-in and quality of implementation, all the visual brand assets were meticulously designed and guidelines for their application drawn up. In support, workshops were held in several countries to allow geographically diverse teams to gain insight into the underlying concepts of the new identity, and to empower them to implement it effectively in their own marketplaces.
As the project proceeds, the impact of the new identity will be measured and analysed.  Findings will be shared with Vodafone, actions taken as a consequence and plans drawn up for the future.
Vodafone
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Vodafone

Vodafone visual identity, communications and strategy by Brand Union London
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