Business Standard - - BRAND WORLD -

Voda­fone’s iconic red logo is get­ting a bit of a shake­down in the on­go­ing brand over­haul. It has be­come flat­ter, los­ing some of its curves and em­bel­lish­ments and its 3D for­mat.

The speech mark logo will prob­a­bly zip down dig­i­tal high­ways faster in its new avatar and will now be­come the cen­tre­piece of the brand’s new vis­ual de­sign. It ap­pears as the cen­tral graph­i­cal fo­cus over­laid on all mar­ket­ing and mar­ket­ing com­mu­ni­ca­tions col­lat­eral. While Voda­fone has stuck with the skeuo­mor­phic de­sign, glob­ally de­sign­ers are dis­card­ing such icons and the 3D for­mat for a clut­ter-free and smoother dig­i­tal ex­pe­ri­ence. Skeuo­mor­phism is where an ob­ject in soft­ware mim­ics its real world coun­ter­part for the sake of fa­mil­iar­ity, like the trash can or floppy disk images. Voda­fone is re­tain­ing the sym­bol for speech but not its 3D form.

The speech mark will be more vis­i­ble in the cam­paigns than it was pre­vi­ously. And while the colour and shape re­mains fa­mil­iar, us­age will un­dergo sub­tle changes.The idea per­haps is to re­as­sure cus­tomers that the new look holds the same old and fa­mil­iar ser­vice.

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