Telefónica today presented a new one that reflects the “new telephone” and the evolution of its business, following the transformation roadmap established in the strategic plan announced in November 2019.
According to the company «The new identity captures the vision of the company, of a flexible and digital Telefónica. This is the company’s first identity change since 1998. and is designed to visually express Telefónica’s transformation and leadership in the telecommunications sector: the massive deployment of fiber optics, the configuration of a more sustainable and diversified model, the implementation of the 5G network, the use and commissioning of value of telecommunications infrastructures or the proliferation of new technological solutions to promote a fair and inclusive digitization available to all.
#NuevaTelefónica I #SomosTelefónica 💙 pic.twitter.com/c22harx8TO
— Telefónica (@Telefonica) April 23, 2021
Developed by WPP’s brand consultant, Lambie-Nairn, together with the Telefónica brand teamthe new identity, composed of five circles, evokes the logo originally created in 1984, simplifying and modernizing it to adapt it to the new times. According to the statement, the image also fits «with the mission of Telefónica, which remains firm in its purpose of making the world more human by connecting people’s lives. The color (Pantone 2386) has been chosen to express modernity and technology and the new Telefónica Sans typeface was designed and optimized for digital environments, allowing a more flexible and expressive brand.
Lambie-Nairn has been a Telefónica branding partner for more than 10 years, and has participated in updating the identity of the O2 and Movistar brands in recent years.
Rafael Fernandez de Alarcón, Director of Brand, Sponsorships and Media of Telefónica, said: “The new brand seeks to reflect the important transformation of Telefónica, 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 want to thank the work of all the teams and partners that 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 that: “Telefónica has been at the heart of innovation and transformation for both companies 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 its partner for more than 10 years, working together to transform ideas into impact. Telefónica is currently in a truly exciting time of change, with digital advances opening up more possibilities than ever, 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 evolution of its brand and increase”.
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