Tuesday, May 17, 2011

New logo: TeliaSonera

This article was originally published on May 12, but seems to have moved to May 17 after the Blogger crash.

Today, May 12, TeliaSonera, the incumbent telecommunication company in Sweden and Finland, launched of a new corporate identity. The identity was created by Landor. It has been used in several Eurasian markets since 2009, but this brings the identity to the corporate level and implements it on consumers brands in the Nordic and Baltic coutries.

The new identity has purple as its signature colour. It should be modern, warm and lively. It also distinguishes TeliaSonera from other mutlinational telecom corporations. The new mark is a pebble with white lines, a symbol for "trust, reliability and strength".

TeliaSonera was formed in 2002 from the merger of Telia from Sweden and Sonera from Finland. Both companies where created around 1993 when former government monopolies where turned into limited companies (Sonera was known as Telecom Finland in its early years). The governments of Sweden and Finland still maintain high ownership stakes in the companies.

Previous logo.

When the companies merged in 2002, a simple wordmark was created as a corporate logo. All consumer-facing brands maintained their previous looks and identities without any reference to the parent company.

The new corporate identity means most brand logos are replaced by generic ones with the new symbol, although the individual names will remain.

The new look was launched for several of the company's assets in the Nordics and the Baltics simulatenously with the corporate brand. Many assets in emerging markets outside those areas have already used the new symbol for some time. TeliaSonera claims it to be 18 different brands that have united under one common identity.

The following brands got the new look today
Telia in Sweden and Denmark
Sonera in Finland
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Image and video hosting by TinyPic
Netcom (Norway)
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Image and video hosting by TinyPic
NextGenTel (Norway)
EMT (Estonia)
Elion (Estonia)
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Omnitel (Lithuania)

The following markets introduced the new look during 2009 and 2010:
Finally, there's Ucell in Uzbekistan, who will get the new look in June.

Some links:
From TeliaSonera and subsidiaries
TeliaSonera brand site (archive)
TeliaSonera press release (archive)
Telia Denmark (archive)
Telia Sweden (archive)
NextGenTel 1 (archive)
NextGenTel 2 (archive)
Netcom (archive)
Moldcell (archive)
Dagens Media


  1. I've seen this shape before more than id care for. Why not opting for a bit more originality?

  2. I have to agree with you somewhat about the symbol. When one compares it to symbols used by other former telephone monopolies, it is certainly better than BT, but not as good as AT&T, Deutsche Telekom or Telenor.

  3. Far prefer the old logos, to be honest.

  4. reminds me of jar of hi-tech pills from a huge medical company or equivalent.

  5. Azercell
    from Azerbaijan

  6. there have seen so many damnable logo introduce. because logo did identify their source of symbol about quality of work with representative purpose. thank so much for post.

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