Thursday, 24 April 2014
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Wolff Olins creates new Everything Everywhere EE brand

Mobile company Everything Everywhere , which operates the Orange and T-Mobile brands, has launched the new EE brand, created by Wolff Olins.

EE logo

EE logo

The EE customer brand is set to launch in the coming weeks, with the network switched on for testing today in London, Bristol, Cardiff and Birmingham.

EE will replace the Everything Everywhere name for the business and network, and the EE brand will stand alongside the Orange and T-Mobile brands that comprise the digital company.

More than 700 EE-branded stores are also set to open by the end of the year.

The original Everything Everywhere brand identity was created by Figtree, with input from Orange ad agency Fallon and T-Mobile ad agency Saatchi & Saatchi.

EE branding shown on Huawei E392 Mobile Broadband USB Stick

EE branding shown on Huawei E392 Mobile Broadband USB Stick

The EE network will use a 4G service, which will launch in 16 cities by Christmas this year. According to EE, nationwide 4G  roll-out is to ‘accelerate through 2013 with 98 per cent of UK population covered in 2014.’

According to EE, it will be the first brand to offer a mobile 4G service -  superfast mobile internet on average five times faster than today’s 3G speed. The brand will also launch a fibre-optic broadband service to homes and businesses with fixed- line internet speeds which it says will be typically ten times faster than today’s average broadband speeds.

EE branding shown on Samsung Galaxy S III LTE device

EE branding shown on Samsung Galaxy S III LTE device

Olaf Swantee, EE chief executive, says, ‘Today we launch a new company, a new network and a new brand for Britain.

‘Our plans to revolutionise the UK communications market with a faster network and an exciting new brand for the digital age are built on solid investment and a simple belief that customers deserve better.’

Readers' comments (21)

  • Anyone who wants cheaper tarrifs who is on Orange or T-Mobile should not switch to EE when they are asked to, as that would reduce competition and make more expensive prices.

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  • Despite that the logo is awful

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  • The Olympics and Paralympics were a huge success but no thanks to Wolff Olin's. They seem to be taking some of the credit!!! This logo is utter crap too.

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  • Last few years, the visual and graphic execution by WO for several brands, are really not up to the mark of what their literal strategy speaks, unfortunately. Simplicity has to be creatively executed and not boringly awful...and in line with the strong strategy they speak of...

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  • 8 anyone?

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  • The logo is average. The name is stupid. How are we supposed to pronounce it? E-E? Or 'EE', like a Tetley teaperson? Orange is such a strong brand, it'll be a shame to see it swallowed up by this ill conceived crap.

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  • It looks like a dated European telecoms brand. It's as if they chose the first obvious idea that came to mind and ran with it. The future of branding looks bleak.

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  • Intestine like E's...?

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  • This is great!

    As a competitor of WO please keep designing like this.

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  • Is there any relevance to the number 8? That's all I see.

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