C&W rings the changes with a Landor identity

INTERNATIONAL TELECOMS group Cable & Wireless is to roll out its new worldwide retail format after successful trials in South America and the Caribbean.

Designed by Landor Associates, the prototype retail branding has been refined over the past three months of trials and is now being rolled out.

“We have numerous retail sites in Panama, the Caribbean, Hong Kong and Australia and will be focusing on those existing markets,” says Cable & Wireless brand manager Duncan Baker.

“Outlets will vary from market to market, sometimes within individual markets themselves. In the Caribbean it can consist of a business selling phones and services, together with a payment centre. But in Hong Kong, which is a large commercial centre, an outlet could be an operation selling a range of services from fixed line phones to faxes and mobile phones,” he explains.

As a result of these variations, Landor executive creative director Peter Knapp explains the need to create “a very strong lowest common denominator, whereby everyone shares something using a common worldwide brand”.

“The identity has been designed to accommodate a wide range of site formats, from flagship stores to minor refurbishments, while always maintaining the core brand message.

“The only differentiation will be the amount of money spent on refurbishment. Stores in city centres will probably get more money for adjustments, while other places will get a minor refurbishment.”

According to Baker there will be no retail outlets in the UK though. “The market going forward is largely in the business sector and the plan is to increase our business focus in the UK. But no retail stores will be opened here,” he says.