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Vodafone's old brand was tired with a fragmented brand architecture. We were asked to create a brand identity that would provide the platform for… Read More
Vodafone's old brand was tired with a fragmented brand architecture. We were asked to create a brand identity that would provide the platform for Vodafone to become the world's leading telecommunication service provider. The brand idea would become the key driver for advertising, sponsorship and facilitate Vodafone's strategy for global acquisitions. We considered what it is that telecommunications companies actually do? Very simply, they connect people to communicate, yet our global audit revealed businesses that looked more like they were manufacturing technology. This insight led Gary to create the now iconic 'speech mark' logo, clearly differentiating Vodafone and taking ownership of speech in all it's variety. We created comprehensive brand identity guidelines to manage the use of photography, sponsorship application and creative use of the icon and how the core idea could be expressed within advertising. The logo has since become a true global icon, and helped Vodafone become (at the time) the world's leading mobile telecommunications provider. In recent years, the logo has been given a 3D effect, however the idea has stood the test of time - testament to the power of solid thinking in creating and designing brands. Prior to launch of the new identity over a three year period Vodafone enjoyed growth of 38%. Post launch, over three years this increased to 509%! “Vodafone is now seen as a true global brand...becoming the world's largest mobile telco. Our brand identity has contributed significantly to this achievement.” Sir Chris Gent Chief Executive (retired) Read Less
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