Twenty years on, the Orange brand gets an essential makeover
Author: CIMCOM
Twenty years after brand consultancy Wolff Olins created the original Orange brand – they’ve done it again with a brand refresh. This has been rolled-out across all 29 countries where orange operates except the UK market where Orange is branded as EE.
Back in the day, when Orange launched it had a distinctive market position and a stand-out visual identity. Compared to its tech-driven telecom competitors it was more human, simple and accessible. But having grown to 230 million customers, 170,000 employees and offering a large and diverse product portfolio, it needed a rethink for the digital age. And it had to address the issue facing telecoms companies – that despite being the hub for customer conversations and much more besides, they have a reputation for not listening. So the consultancy examined what it means to really listen and created trigger moments to do just that.
This included gaining customer insights by handing people an orange box and asking what they’d like it to be able to do.
Strategically the brand has been repositioned one of life’s essentials – not just a network and handset provider. So whatever customers care about most – be that music or money – the brand is key. The new architecture is based on the six ‘essential life themes’ identified through research and represented visually by image frames:
- Family
- Fun
- Home
- Work
- Wellbeing
- Money
The new visual approach shows customer insights within a frame which then is followed by a pop-up showing how Orange has listened and responded with a benefit, product or service.
The colour palette has now been extended from the original orange, black, grey and white. Five new supporting colours have been added. Photography and illustration has also been refreshed for a more vibrant and human touch.
You can sign-up to read the article in Design Week: Wolff Olins refreshes Orange visual identity.
Or see more of this story in the Wolff Olins case study about Orange.