The telecommunications market is characterised by a particular complexity and overwhelming variety of options. But less is often more, and many people only want the things they actually need. Blau has recognised this and knocks off the knickknack in a genuine no frills approach. Welcome to a world full of clarity and simplicity with a unique character. Welcome to Blau:

• bold logo and simple typography

• a "highlighter" device to emphasise the essential part of each message

• story icons to simplify messages in a playful way

• confident and witty communications

• distinctive custom illustrations to avoid the customary “ideal world” and “slice of life” imagery

A disruptive and bold identity, which is unconventional and yet charming, engaging and emotional.

Confident, authentic, direct and always with a charming wink and human touch – that’s how Blau speaks and behaves. The new identity works both static and animated to deliver a dynamic brand presence across all platforms.

We delivered an extensive guidelines document for implementing the brand across all touchpoints: from print and online to 3D-applications and various interactions for both employees and customers.

We also created a brand book for all Blau employees to help them experience and identify with the new brand by making it more tangible and tactile. The book includes fundamental brand principles as well as inspirational and playful interactions. It comes with a highlighter to encourage personalisation.

Although we cannot release statistics, the identity was rolled out across all touchpoints and was a great success with both internal and external audiences. “It is distinctive, iconic and has a high recognition value. For me, this project is one of the most important cornerstones for the future development of Blau” commented Veronika Montgomery, Senior Branding Manager at Telefónica.