January 13, 2012
By now you would be familiar with Telstra’s recent rebranding by Interband – with its rainbow colours and catch television commercial jingle, if not check it out here.
Telstra’s $3 million rebranding made our top spot for the best rebrand of 2011 for its strong brand awareness and success in engaging the consumer. Telstra’s consistent use of their new brand identity across all consumer touchpoints from its logo design right through to their colorful phone bills creating a strong awareness for the brand therefore engaging the consumer and increasing brand value.
Telstra’s objective to move away from the old business man persona by adopting a fresh and modern look to target the younger demographic. Interbrand states “Telstra needed a refreshed brand identity to reflect this and communicate its strengths to its 11 million customers. Our research showed that customers don’t understand technology. They find it’s confusing and gets in the way of them getting on with their lives. They find the behaviour of telcos just makes things harder, when what they want most is a company that understands technology on their behalf and makes things as simple and easy as possible…At the very heart of things, customers want to live easier, better-connected lives.”
Interbrand devised the refreshed brand identity to allow Telstra to connect to the full spectrum of customers with the full spectrum of tones, messages, emotions and colours. The connection is literal, but most importantly, it is felt.
Marty O’Halloran, chief executive officer of DDB Group says ”Aspects of people’s lives are not any one colour.” “Injecting the existing branding with a full colour wardrobe means that we can take the Telstra brand to customers in a recognisable, relevant and engaging way.”
The success of this rebranding lies in the brand strategy; to allow Telstra to communicate with greater meaning and emotion, with the flexibility to talk to different customers at different times, in a manner that’s relevant and engaging.
“Get out your rainbow colours! Get out your rainbow colours! So it will be beautiful! So it will be beautiful! Sorry, if you’ve got this song stuck in your head, if I do so do you!
Sourced from Interbrand.
Posted by Astrid Varga, Creative Director | 9 January 2012.
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