CDT rings the changes at infrastructure group SST

SST will launch a revamped identity by CDT Design in early May, representing a five-figure design investment by the company.

SST, which provides infrastructure solutions to the telecoms industry, counts Vodaphone, BT Cellnet (now called O2), One2One (now T-Mobile), Hutchison 3G and Orange among its customers.

The identity revamp follows the company’s change in ownership late last year. SST marketing communications manager Julia Herriott says research among customers and employees informed the design brief.

‘The research showed customers and employees were looking for a forward-thinking, modern and fresh design,’ she says. ‘We wanted our own identity, but also wanted to let customers know that we are part of a bigger group.’

She says the company decided to keep the SST acronym for the sake of familiarity.

‘A lot of people already knew [the company] by that name and it gave us a basis to work from.’

CDT was briefed to create a design that would achieve longevity through simplicity, says the consultancy’s creative partner Iain Crockart.

‘We wanted to come up with a simple and robust identity that could be easily reproduced in one colour,’ he says. ‘If you look at classic logos like IBM, BMW and Nike, they’re memorable partly because they’re so basic.’

Crockart was joined on the design team by creative associate Gene Cooke and project manager Pru Daniels.

The Lattice Group is now sole owner of SST, following the withdrawal of US company SpectraSite Communications from UK and European markets last November.

CDT was appointed to the project in January. It has worked for Lattice since 2000, when it produced the then newly formed group’s identity.

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