Global Orange brief for Interbrand

Interbrand has been appointed to develop the Orange brand in the UK and worldwide, as exclusively revealed in Design Week (DW 21 June).

The move is designed to strengthen the telecoms giant’s position as a global service. Orange maintains that it is not looking for a new identity, nor will it seek to change its name, both of which were created by Wolff Olins in 1994.

“Interbrand has been appointed to roll out the Orange brand worldwide and to work with the UK team to evolve existing activity over here. This is about growing the brand, about evolution rather than change,” says an Orange spokeswoman.

The consultancy won the work via a four-way creative pitch.

Orange was acquired by France Telecom in August 2000 and the mobile arms of both were merged, resulting in the rebranding of Itineris, Mobicarte and Ola to Orange last month. Previously, in May, Mobilix, Orange’s Danish mobile interest, was also relaunched as Orange.

Orange, which has operations in 20 countries including The Netherlands, Belgium, Sweden, The Dominican Republic and Botswana, hopes to establish a presence in 50 countries by 2005.

It wants to rebrand all products and services in each country with the Orange brand, according to the Orange Annual Report 2000.