VODAFONE LOGO GOES 2D
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.