Opera browser rebrands with DixonBaxi and Anti

Browser company Opera has launched a new identity, developed by DixonBaxi and Norwegian consultancy Anti.

Opera, which has its headquarters in Norway, launched 20 years ago as a web browser company, and now claims to serve over 1 billion internet users each month.

DixonBaxi worked on brand and creative strategy for the new identity, while Anti worked on visual aspects.

“More than just the first letter of our company name”

For its rebrand, Opera says it is retaining its red “O” identity. However, Opera VP of global marketing and distribution Sean D’Arcy says: “The new logo stands for more than the first letter of our company name.”

D’Arcy says: “We envisage Opera’s new logo as a portal quickly connecting you with what you’re looking for on the web.”

He adds: “The 3D ‘O’ symbolises a gateway that leads you to more: more content, more discoveries, more answers, more communication, more fun, more data saving, more of life.”

“More complex than colours, icons and fonts”

D’Arcy says the company has dropped the word “software” from its previous identity as “today we see Opera more as an internet company providing great experiences online”.

He adds: “A new brand identity is more complex than colours, icons and fonts. It is a system that unites the goals, the products and the history in an easy-to-communicate way.”

The new identity is rolling out initially on mobile platforms – on the company’s flagship Opera Mini browser.

It will then roll out across subsidiary mobile advertising company Opera Miniworks as well as other platforms including Opera for Android and Opera for computers.