Monday, September 19, 2011

New logo: Telstra

Last week, we could read that the Russian telecom operator Rostelecom was introducing a new logo featuring several bright colour combinations in an attempt to appear sensitive, warm and focused on people. At about the same time, on the other side of the globe, the Australian telecom company Telstra launched a rebrand campaign that uses bright colours to deliver a similar message.

However, Telstra are not introducing a completely new logo. Instead, they are giving a new lick of paint to the old one. Or rather six different licks of paint, as their "T-falling-into-a-hole" icon is now available with different colour combinations, instead of the orange-blue combination it has used until now. The six colour combinations are orange, green, turquoise, blue, purple and magenta, and will be used for both the logo and new graphical devices as part of a new visual language.

The new brand identity was developed by Interbrand.

Telstra have provided an exciting rebrand video that should provide more context:

The Telstra logo dates back to the 1990s. Initially the stem of the T was invisible, but that was altered some years ago. In more recent years, Telstra have mostly used the T-and-oval part alone.

Previous Telstra logo.

Telstra logo from the 1990s.
Some examples of the new brand identity can be seen below, after the jump.

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Printed materials.

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SIM cards.

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Car livery.

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"The way we now look is all about representing the way we connect with you."

Telstra - Welcome to life in full colour
Telstra Facebook post

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