Elmwood brands Cable & Wireless Communications

Elmwood has created a new identity for Cable & Wireless Communications, one of two groups created following the demerger of the 140-year-old Cable & Wireless plc.

The consultancy came through a pitch in November 2009 to win the contract, which had been put to tender following the formation of C&WC and Cable & Wireless Worldwide.

In a bid to reflect its history and portray a modern telecommunications group with an international outlook, Elmwood’s solution keeps the ‘globular’ shape of the old logo but replaces broken dashes with a series of lines shaped as a three-dimensional ampersand.

The identity has other iterations which use original illustrations and associated iconography. A new website – www.cwc.com – and an animated video have also been produced.

Alex Nelson, head of digital at Elmwood, says that he wanted to create a ‘rich interactive user experience, while letting those busy analysts and shareholders dive straight into the hard facts’.

A map of offices and regional operations, a timeline showing the history of the company, and the animation will be the website’s main interactive focal points, he adds.

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