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Velcom's rebranding has been ripening in the company for quite a long time. 

The first attempts took place even before the renewed MTS brand came to Belarus, but due to many circumstances and internal delays, we did not see anything special. As a result – a persistent feeling of marketing malaise of the company. Especially against the background of the new image of MTS.

In 2007, the Minister of Communications set a rather serious task for the Velcom management – next year to approach MTS in terms of the number of subscribers, noting that the operator had previously performed all its tasks successfully, and after that the company was also successfully sold to Mobilkom Austria Group.

It took the new Austrian top management more than 5 months to acclimatize and prepare a fairly serious package of transformations for the country's oldest GSM operator.

In the face of fierce competition, such rapidly growing sectors as telecoms need high-quality communication more than others. Visual branding here sets the main tone of the message, is the core of the message.

I would formulate my attitude to this work, dividing it into two brand components: emotional and visual.

From an emotional point of view, the rebranding of Velcom, in my opinion, continues the general global trend. Brands are becoming simpler, clearer, more accessible. The language in which the brand tries to convey its message to the consumer becomes clear, open and “almost honest”.

The general feeling from the new Velcom image is something like this: we have become open, communication has become easier, communication has become more accessible. In general, we are now observing a tendency to change the attitude of a person to the concept of “mobile communication”. 

If earlier, everyone treated mobile communication as something super-technological, incomprehensible (high technologies), now calling a friend is a common thing, an integral part of life.

From a visual point of view, the rebranding of the Belarusian mobile operator Velcom cannot be distinguished by anything outstanding. There is no flight of design thought here, it has not absorbed the latest trends and trends in graphic design. The graphics of the basic elements of the brand can hardly be called modern. But I would not argue that everything is so bad.

I am interested in this work because it is simple and does not pretend to be outstanding. All the elements of the brand indicate that everything is simple here. There are two open solid colors used here: yellow (straight from the can) and black (from there). 

The font used in the logo set is just as simple and clear to everyone (this is everyone's favorite Helvetica). A pictorial sign, also on this topic: three simple figures – three squares, form the Latin letter “V” – the initial letter in the name of the operator. 

This style denies complexity; it visualizes the idea of simplicity. Simplicity continues in the design of advertising communications: clear visual messages are supported by simple, rectangular plates, where text information blocks are placed. 

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