Telstra has announced its first major brand refresh since 1993 (when it transitioned from Telecom).
The ‘Life in Full Colour’ campaign has strayed from the traditional blue and orange logo and has introduced six colour variations of the very same logo – including blue, purple, pink and green. The campaign will be rolled out across all of its marketing material and will also include the launch of a newly branded website.
The campaign was developed by DDB Group’s brand agency, Interbrand and is a move by Telstra to modify its approach to appeal to a younger market. “We now live in full colour because we know you do. It helps make us more relevant to you and our life,” explains Telstra in the official video (watch it below). According to a report in The Australian the revamp took nine months, with a team of 60 people and budget exceeding $3 million.
Chief executive officer of DDB Group, Marty O’Halloran, told Campaign Brief, “Telstra is one of Australia’s biggest, most recognisable brands. Our challenge was to maintain that familiarity, while also encouraging customers to re-evaluate what Telstra is about. Aspects of people’s lives are not any one colour, so injecting the existing branding with a full colour wardrobe means that we can take the Telstra brand to customers in a recognisable, relevant and engaging way.”
Watch the video below of Telstra explaining the reasoning behind the launch. Give us your comments on the identity below.