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We were asked to create a brand strategy and brand identity that would achieve Vodafone's desire to become the world's leading mobile service pro… Read More
We were asked to create a brand strategy and brand identity that would achieve Vodafone's desire to become the world's leading mobile service provider. The brand would help drive advertising creative, sponsorship and facilitate Vodafone's strategy for global acquisitions. The old identity was tired, irrelevant and fragmented within a confusing brand architecture. Our first job was to reconfigure this with a single-minded monolithic approach. We then considered Vodafone in the context of their competitors and asked a single question: What do telecommunications companies actually do? Very simply, they connect people to talk to one another. Our competitive audit revealed businesses appearing to do everything other than facilitate conversation. This insight led Gary to create the now iconic 'speech mark' logo. It differentiated Vodafone and encapsulated our new brand positioning of 'talking globally'. We created comprehensive brand identity guidelines to manage the use of the new brand, including application, photographic style, sponsorship, 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 the world's leading mobile telecommunications service provider. 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 Vodafone Plc, CEO (retired) Read Less
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