It emerged this week that the Orange brand will undergo a relaunch as early as May, under a strategic plan by Interbrand to incorporate the on-line and mobile businesses of France Telecom.
The relaunch day for ‘new Orange’ is being dubbed O-Day and is the result of parent company France Telecom’s decision last year to fold all of its international mobile, Internet and multiplay services into the Orange brand. It is understood that discussions are ongoing over how the changes will affect other areas of the brand’s communication, such as off-line and in-store design.
Although the Wolff Olins-designed primary identity will not change, the brand has had to flex to incorporate the Wanadoo broadband Internet service, as well as other wireless mobile services and mobile and PC applications, such as the forthcoming Orange Music Cast radio player. Orange will also subsume France Telecom’s Enterprise division, which provides communications services and consultancy for businesses.
Interbrand declines to comment on the nature of its current work for Orange, although chief executive Jez Frampton confirms that the company has been a client for the past five years. Interbrand has retained its relationship with Orange, despite the dissolution last year of Interbrand’s sister agency Innocence, which exclusively handled the Orange account. The group also works for Deutsche Telekom’s T-Mobile service, an Orange rival.
While Orange will be the primary international brand, France Telecom’s name and identity will remain in place as the corporate parent company.