Spanish telephone company Telefonica has unveiled its new corporate identity, by Diefenbach Elkins Davies Baron, as part of a 6bn restructuring programme. The group aims to become a multinational communications company serving Latin America.
The logo was commissioned 18 months ago. According to Telefonica general director Manuel Garcia Duran, DEDB was chosen for its ability to communicate the brand identity in a consistent manner to customers, employees and shareholders alike.
DEDB president Claude Salzberger says the brief was to act on market research undertaken in nine countries. This showed the need to present a consolidated brand everywhere Telefonica operates, instead of the multibranded operation it had been employing previously.
The design incorporates several psychological messages: a calligraphic word marque, which symbolises Telefonica’s dedication to human interaction, a laser line to convey precision and the colours green and blue to represent vitality and professionalism respectively.