Wednesday, 23 July 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)

  • Don't blame the agency, blame the client for buying it.

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  • This will go down as one of the biggest corporate rebranding snafus EVER.

    Where do you begin with such an awful "design"? As a very long standing Orange customer I personally feel disaffected, like they have killed a brand to which I have been loyal for 15 odd years..literally since it went live, so whenever that was.

    It's childish, won't reproduce well, and hardly conveys the modern, dynamic which is it the centre of the new 4G network and services it is hoping to flog.

    PLEASE! Someone kill this runt now, while there's still. Chance of keeping what IMHO is a design icon in the good old Orange square.

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  • unfortunately you have to appreciate that this brand design was most likely to have been heavily influenced by the nano sized creativity from competitive board members - DT and FT with the added pressure of time to agree and sign off.

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  • Dreadful logo, completely lacks vitality and relevance.

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  • Well done Wolff Olins, you have once again managed to come up with another god awful logo. First the Olympic Logo (AKA Lisa Simpson giving a BJ) and now this!! I can see the internal response to the brief now..
    "John, Everything Everywhere need a new logo. Have we used that idea of putting two circles together? No? Right use that and bung an 'EE' in it will you".
    Seriously Wolff Olins, are you using Widows Paint as a design tool?

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  • Logo is rubbish - what first came to mind was two ecstasy tablets. Maybe that says something about me, but I can't imagine that’s the image they are going for?! Even without that connotation it's still weak, bland and instantly dated.

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  • This has to be the worst logo I've ever seen, it looks like a cheap supermarket or pound shop. I'd also re design WO's website to make it not such a pretentious mess!

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  • This is not an excuse for a naff logo, and I could be wrong, but after seeing some of the other brand work, especially the whole grid of dots thing, I think the original idea has something to do with quantum mechanics. I know that might sound mental, but it reminds me of how Brian Cox and Jeff Forshaw explain the concept in "The Quantum Universe".
    Maybe a coffee too many!

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  • I like it. I like the letter E. I like the fact there are two E's and I get to say E twice as much. I like the infinity shape 8 in the background. I flippin' well love the number 8.

    It's all just tip-top, I like to look at this logo whilst I listen to the XX. I feel trendy.

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  • The business with the biggest branding issue right now has to be Wolff Olins themselves...without doubt the most derided and ridiculed design company there's ever been.

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