There were three key challenges we had to overcome:

1. Signal a step change in the Vodafone brand whilst elevating the core brand elements (logo, typeface, colour red) that are globally recognised, powerful assets

2. Ensure the new identity excelled in the online environment

3. Ensure the identity had enough flex to work across Vodafone’s very different global markets, and the different touch points

Until this point, the Vodafone logo was a recessive, static element, tucked away at the edge of communications. We wanted to elevate its iconic status and symbolise it as the means to empowerment.

We focussed on motion and flexibility with the rhombus device; a dynamic shape emitting from the logo which is never static, always evolving. The logo is now central to the creative, creating movement and symbolising empowerment.

We then built a kit of parts around the rhombus that dial-up warmth and humanity, including a bespoke, hand-drawn style ‘brushstroke’ typeface and photography style that captures real moments in time.

Launch

• Successfully rolled out in 22 markets & all Group functions within a 3 month period

• Over 5000+ creative executions reviewed & approved since launch, with 95% market compliance

• Critical acclaim amongst industry design bodies.

Efficiencies of scale:

• Re-use of 6x local market TV commercials (saving on creative development + production costs)

Additional benefits:

• SIM card packaging consolidation: 22+ designs reduced to 2, projected estimated saving of €13m

• brand.vodafone.com users +37%, downloads +54% and monthly downloads to 8,300

• Extensive use of global image bank by OpCos, reducing number of local shoots (c. €1m saving)