Telecoms group Three to refresh identity

Telecoms company Three will refresh its identity next year.

A spokesman for the company says Three will not be rebranding, but it will be ‘freshened up to make the brand look cleaner and more succinct’ as part of an ‘evolutionary process’. He says the work will be carried out in-house.

Zoo Media is already creating a blog for the company, which is set to launch in the new year. The consultancy was appointed on the strength of an ongoing redesign it is carrying out on the company’s website.

Briefed to design and develop a blog, Zoo Media creative director Robert Sheppard says, ‘Three wanted to be more transparent and make better use of social media.’

The look and feel is different to the website, which the consultancy is still working on. ‘It’s more relaxed and less commercial, as Three didn’t want a corporate face,’ says Sheppard, who will tie the blog to social media.

Web pages are being reskinned and top-level navigation is being looked at without changing the site’s structure.

‘We’re bringing the brand up to scratch. The pages Three had before looked a bit incongruous and were being designed ad hoc. Now we’re drawing them all together – interpreting the offline guidelines,’ Sheppard says.