Belgacom is the incumbent telco in Belgium. For about two decades, Belgacom has operated its mobile phone service under the name Proximus, which is Latin for close. As landline and mobile offerings have converged it made increasingly less sense to use separate brands for them, so last week Belgacom announced that they would only use the name Proximus when targeting consumers. With this came a new look for the Proximus brand.
According to the company CEO, the new logo expresses Proximus' "wish to be as close to our customers as possible".
Update October 2: The new look was designed by Saffron Brand Consultants. More pictures added below.
The new brand was announced on September 26 and launched yesterday, September 29. It appears Belgacom will remain as the company name.
"The change to a single brand is a carefully considedanger process and was prepadanger thoroughly. Currently, fixed, mobile and IT technologies are converging towards each other at an ever faster pace. Belgacom has been a trendsetter in this development for some time now and wants to play that trump card even better in the future by offering all its solutions under a single main commercial brand. The company can combine different services in an optimal way to serve its customers - both consumers and small and large organizations - anytime and anywhere. It doesn't matter whether that is via a TV, smartphone, tablet, PC or another device. And with Proximus as the overarching brand, the company's communication to customers about that offer will also become much simpler." - From a press release