Wolff Olins creates two Iberian telecom brands

Wolff Olins, creator of Hutchison Telecom’s Orange brand, has launched two new telecoms identities in conjunction with its Spain and Portugal offices.

The consultancy generated the name, identity, positioning and brand communications for Ono, the first completely new brand in the deregulated Spanish telecoms sector.

Launched by Cableuropa, Ono will offer telecoms, and cable and Internet access services. “The brand is meant to be casual,” says Wolff Olins designer Graham Jones, with positive, fun and human values.

“It’s not just about design, but communicating a cultural behaviour for the staff,” says consultancy creative director Paul Townsin.

“They really have bought into the idea of being a different company. The client is asking us to push it further and further,” he adds. The word Ono has no meaning in Spanish.

Portugal Telecom’s new identity is intended to reflect the changes and international expansion the company has gone through since privatisation.

“The theme is communication and the spirit is one of openness and vibrancy,” says the consultancy spokeswoman. The marque’s contrasting dots “represent a conversation”, she adds.

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