Tele2: NEW CI TELE2

Credits & Description:

Category: Logo Design

Advertiser: COMMUNICATION SERVICES TELE2

Product/Service: TELE2

Agency: EURO RSCG 4D

Date of First Appearance: Sep 1 2010

Entrant Company: EURO RSCG 4D, Dusseldorf, GERMANY

Chief Creative Officer: Pit Kho (Euro RSCG 4D)

Art Direction: Annegret Koerdt (Euro RSCG 4D)

Chief Operating Officer: Uwe Freese (Euro RSCG 4D)

Management Supervisor: Tobias Liu (Euro RSCG 4D)

Senior Account Executive: Catrin Puetz (Euro RSCG 4D)

Account Executive: Timo Pasternak (Euro RSCG 4D)

Illustration: Pat They (Euro RSCG 4D)

Media placement: Complete Marketing Mix (Flyers, Letters, And Emails, Bill Inserts, Newsletters, Website Etc,) - The Complete Communication Mix For Mailings, Online Advertising And Product Packages - 01 September 2010



Describe the brief from the client



Swedish based telecommunications provider Tele2 wanted to introduce a new CI to promote a more fresh and modern image. Especially in Germany, Tele2 needed a stronger edge against market leader Deutsche Telekom.



Describe the challenges and key objectives

The task for Tele2 Germany was to create an all new brand look based upon a mandatory design grid for the global market while integrating the corporate font (Boton) and the candy colour code.



Describe how you arrived at the final design

Simplicity was key: all illustrations are built out of circles, squares and triangles – just like the graphic principle of BOTON, the corporate font. The result was a brand language as simple and clear as Tele2’s offers: e.g. the “piggybank-phone” for attractive landline rates and the “@-rocketworld” for fast internet connections.



Give some indication of how successful the outcome was in the market

The new CI was quickly implemented for the complete marketing mix: for direct mailings (flyers, letters, and emails) as well as for CRM tools (bill inserts, newsletters) and the website. Internally, the new CI has been used to inspire the team to change their behaviour and make them act and think more simple and unconventional, supplying them with fresh stationary, business cards and a modern office signage system.

Two main targets perceived the re-design with very positive feedback: new employees were attracted by the new look as well as consumers, who identified quickly the new look, mirroring the unconventional offers of Tele2.