Presenting our new more direct and accessible brand
We are launching a revolutionary new product that goes beyond a simple change in design and encompasses the way we communicate with our users
Firstly, we are committed exclusively to the “Andorra Telecom” brand name and we will be discontinuing other trading names (Mobiland, Clic, etc.) which could cause confusion, the CEO of the company explained. “The name Andorra Telecom perfectly encapsulates our business activity and our background and it works on a local and international level,” explained Nadal.
The brand logo has undergone a significant transformation, seeking greater proximity to users. We have chosen to replace the capital letters with small letters, to convey a more even, relaxed image, whilst a new graphic feature has been introduced. This is four bands inspired by the shape of the country and its mountains, four bands displayed in constant motion to highlight the company’s openness to change.
Another of the changes introduced is that the logo has been designed with two lines to improve visibility, making it more adaptable to all communications media.
No changes have been made to the corporate colour scheme. “The colour magenta is what identifies us. People associate us with this colour very easily. It is one of our brand assets,” said Nadal. However, as Hèctor Grau, the Company Brand Manager explained, the colour scheme has been enhanced by introducing yellow and navy blue as secondary colours, in order to distinguish those campaigns and products that are aimed at individuals or at companies. “Having more options allows us to segment communication, but without giving up the traits that make us recognisable.”
At the same time, the versatility of Andorra Telecom’s new image allows better adaptation to digital formats, including the app, the website and social networks.
The new brand project also includes what is technically known as “tone of voice”, or the way in which we address our customers. “What we were seeking is direct, plain language that connects us with our users, and avoids unnecessary technical jargon,” said Hèctor Grau: “It’s about being able to treat each person in an individual manner and adapting to the listener.”
The tone of voice is being applied to all the channels that the company uses to communicate with customers, including: sales, customer care service, social media, commercial brochures, the website and the app, etc.