Telecom Personal, the mobile phone operator owned by Argentina's incumbent telco Telecom Argentina, unveiled a new corporate identity last week. London agency This is Real Art is credited as the author of the rebrand, which is launched with a campaign developed by TBWA Argentina.
Communicationg the company's core values, diversity and flexibility, this is another example of a dynamic identity that doesn't have a single logo. Instead, there are nine different kinds of handwriting that can be combined with nine different colors. The use of handwriting is a very direct expression of personality.
The previous logo was a derivation of the corporate Telecom Argentina logo. The shaded arc was adopted as Telecom Argentina's corporate symbol in 1998.
|Telecom Argentina logo.|
Press release November 7