Orange to pick branding group

Orange is understood to be in the final throes of appointing a design consultancy to overhaul its brand identity.

Pitch details are shrouded in secrecy, as are details of the rebranding brief. It has been linked with several of the UK’s leading identity groups, but refuses to be drawn on which made it on to the final pitch list. Sources say that Orange is looking for an international network.

Orange confirms that “for the past few months Orange has been looking to appoint a new consultancy responsible for the development of the Orange brand. This is an on-going selection process. We currently have no announcement to make regarding any final selection.” The spokesman refuses to make any further comments.

However, Interbrand is hotly tipped to be in the lead to win the business. No one from Interbrand was available to comment as Design Week went to press.

Wolff Olins created the original identity for Orange in 1994.

Meanwhile, Bristol group E3 Media has been appointed to redesign Orange’s website, www.orange.com. It won the work last Friday after a five-way pitch against undisclosed rivals.