Turquoise adds depth to Telemig Celular identity

Telemig Celular, one of Brazil’s leading mobile communications companies, is preparing to roll out a redesigned identity created by UK consultancy Turquoise.

It is the first time that Telemig has worked with a British design team, a move which director of marketing Carlos Scappini describes as a ‘risk.’

Turquoise was appointed in July and pitched against two other Brazilian groups for the work. According to a spokeswoman at Turquoise, Telemig is rebranding to support the launch of its GSM technology service. The new identity, based on the ‘real people, real lives’ theme, will also apply to Telemig’s sister company, Amazonia Celular, which handles mobile services for the Amazonian region.

Turquoise has reworked Telemig’s existing logo, updating the flat, elliptical shape to make it a three-dimensional form with a textured surface. The look is inspired by a type of gemstone found in Brazil’s Minas Gerais region, where Telemig’s headquarters are based.

Sharon Wheeler, Turquoise managing director, says, ‘We wanted to evoke more emotion and warmth as well as modernise and evolve the national brand.’

From the end of November the identity will appear across all retail outlets, advertising, merchandise, marketing, packaging, livery, costume and point-of-sale work.

‘Turquoise exceeded our expectation in its understanding of Brazilian culture and what Brazilian people want from a mobile brand,’ adds Scappini.