Bow & Arrow creates look for Carphone Warehouse network iD

Bow & Arrow has designed the identity for iD, a new mobile phone network launched by the Carphone Warehouse.

The network will operate on the Three network and its proposition is offering better contract flexibility than rival networks, greater access to free data roaming and “the best value 4G” according to Carphone Warehouse.

Bow & Arrow was brought in by Carphone Warehouse in April 2014 on the strength of previous work for the company.

Bow & Arrow senior designer Joel Ng says Carphone Warehouse had begun the project with another consultancy but abandoned the route that was being taken and turned to Bow & Arrow.

Bow & Arrow came up with the name and has looked to devise a brand that reflects the business proposition.

Ng says: “We thought, ‘What is the end benefit to the customer?’ and it is people taking control by being offered flexibility and personaliation.”

The name is a response to this question and suggests individuality and empowerment, according to Ng, who says “although it doesn’t show this literally, the D hints at a thumb print – a unique signature”.

The green colour, which Ng says is unique in the market-place, is also “friendly, approachable and human” he adds.

Any photographs used across the brand will be “relatable” and never from stock and the tone of voice will be “jargon free and colloquial,” Ng says.

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The colour and the language are “uncluttered, crisp, sharp and direct” according to Ng who says the tagline is “I decide I change I save”.