Developed by WPP brand consultancy Lambie-Nairn, together with Telefónica’s brand team , the new identity, made up of five circles, evokes the logo originally created in 1984, simplifying and modernising it to adapt it to the new times. According to the statement, the image also fits “with Telefónica’s mission, which remains firm in its purpose of making a more human world by connecting people’s lives. The colour (Pantone 2386) has been chosen to express modernity and technology and the new Telefónica Sans typeface was designed and optimised for digital environments, allowing for a more flexible and expressive brand.”
Lambie-Nairn has been a branding partner at Telefónica for over 10 years, and has been involved in brand identity updates for O2 and Movistar in recent years.
Director of Brand, Sponsorship and Media at Telefónica dominican republic business email database said: “The new brand seeks to reflect Telefónica’s important transformation, marked by ultra-broadband networks and new technological services. Far from creating something new, we have recovered one of our historical symbols, on which we have created a flexible, digital, simple and relevant identity. We would like to thank the work of all the teams and partners who have been part of this project, showing that when we are connected, we are capable of developing great projects.”
Jim Prior, Global CEO of Lambie-Nairn, explained: “Telefónica has been at the heart of innovation and transformation for both businesses and consumers for almost 100 years; it is a business that has changed the world, and at Lambie-Nairn we are proud to have been their partner for over 10 years, working together to transform ideas into impact. Telefónica is currently in a truly exciting period of change, with digital advances opening up more possibilities than ever before, and we are delighted to be able to help express this in this new identity and continue to support and contribute to the next stage of its brand evolution and growth.”