London digital media and design consultancy Precedent has created the identity for pan-European telecommunications group Atlantic. It aims to reposition Atlantic as an integrated communications provider following its acquisition of First:telecom earlier this year. Precedent was appointed in July after a four-way credentials pitch.
The lower case marque features an italicised, ‘wave-like’ letter ‘I’ to reflect the importance of data communication. It also represents Atlantic’s ‘flexibility, responsiveness and challenging nature’. To indicate the group’s strength, Precedent uses strong blue and crimson and bold typography.
The simplicity of the identity aims to ensure the brand appeals locally across Europe and can be tailored to the sensibilities of each culture in which it appears. ‘It is essential Atlantic is seen as a domestic supplier in each of its markets,’ says James Souttar, Precedent senior consultant. ‘We want Atlantic to look like a European company, not just another US multinational.’
Atlantic provides telephony, broadband data and Internet services to Europe, and is focusing on small and medium-sized businesses. It will be introduced in the UK, France and Germany, where Atlantic Telecom Group – a London Stock Exchange-listed company, is based. Local operations will use the European launch campaign to gain greater recognition for its products.
Martin Beard, Atlantic commercial director, says the brand is being launched at an ‘exciting time’, as broadband arrives to change the way people do business. ‘We have summarised this thinking with our pan-European strapline ‘things are about to get interesting’,’ he adds.
Precedent recently created Sun Bank’s on-line banking service, following the consultancy’s acquisition of Hertfordshire design group Arthur Luke Design.