Of course, we could observe all these techniques earlier, and even in the design of the same telecoms.
However, in my opinion, the combination of such simple elements is able to convey to the consumer the main idea of the brand.
If you think subjectively, you can find many controversial points in this work.
But I believe that the new image of Velcom will work as a local mobile operator in Belarus as Aldi Mobile Customer Service.
VELCOM. “The future depends on you” in Belarusian.
Not seeing the full picture of the VELCOM rebranding, it is difficult to judge the change in style in the complex, but even at first glance, a significant increase in the level of the brand's communicative power is obvious.
On a 10-point scale, definitely “7”.
The former trade mark and everything that was “molded” around it has outlived its usefulness as a vivid example of amateur “branding” during the period of business formation in the post-Soviet space.
Today we see an absolutely fresh solution that is fully consistent with the trends of the time: a short trademark in the spirit of the times and in the style of “transparency, overlay and shades”; contrasting placement of the sign and logo on advertising surfaces and corporate products; active brand colors.
If you do not go into details (about them below), then the positive result of rebranding is obvious.
A few words about the creative concept …
I was pleased with the positive nature of the decision “and tomorrow will be yours”, based on the personal growth of ordinary consumers.
The intersection with the concept of “Megaphone” may be obvious, but in my opinion, there is no particular problem in this, it is done in its own way and believable.
At the same time, for Russia, such a decision will seem hackneyed, but for Belarus, it is more revolutionary.
Super-quality photo shoot of characters.
There are many gaps in the nuances of the layouts: there is a lack of brand standards, a unified system of arrangement of elements on advertising materials.
But in general – respect!
Now about those very unfortunate details and nuances that are often a key factor in the visual potential of a brand.
Trademark.
The initial letter “V”, in spite of the brevity and relevance of the solution, is clearly devoid of readable ideology.
I am absolutely not against abstract symbols in trademarks, but it is obvious that graphics that have an idea, a hint, or a set of solutions that allow the consumer to think out the meaning of the symbol, play, create their own interpretations works more efficiently.
For example, “Beeline”: an abstract striped button, and how widely the topic is presented and revealed.
I am sure that the initial letter “V” can become anything: heart – most likely the performers wanted to depict this symbol; an open slider phone; zoomed in pixels out of context for the yellow image.
I think that we will correct this mistake with the support of the trademark by means of a complex of communication means.
The contrast and the ability to use the sign on light and non-uniform backgrounds is questionable!
Gradation of shades of yellow requires additional standards for different background saturation.
