Vodafone overhauls global visual identity

Vodafone announced a “significant evolution” of its brand positioning strategy, strapline and visual identity worldwide on Thursday - the first changes to one of the world's best-known brands since the introduction of the 'Power to you' strapline in 2009.

The FTSE 100 telco group said the strategy - to be implemented across all 36 countries in which the Vodafone brand is present - was designed to underline its belief that new technologies and digital services would play a positive role in “transforming society” and “enhancing individual quality of life” over the years ahead.

Vodafone said its brand positioning strategy focussed on the theme of optimism about the future, using the new strapline, "The future is exciting. Ready?".

The first part of the strapline will be presented in local languages with the second part - "Ready?" - presented in English.

For example: "il futuro è straordinario. Ready?" in Italian; and "El futuro es apasionante. Ready?" in Spanish.

The company said the new visual identity would place much greater emphasis on Vodafone's iconic 'speech mark' in the biggest change since the 'speech mark' logo was created in 1998.

Vodafone said the 'speech mark' would now appear as the central graphical focus overlaid on all marketing and marketing communications activity.

The logo would also appear in a new 2D design in place of a skeuomorphic 3D approach.

It said its new brand positioning strategy and related advertising campaigns were developed after a period of “extensive research” and concept testing, including quantitative and qualitative inputs from nearly 30,000 people in 17 countries.

On 6 October, Vodafone will commence the largest advertising campaign in its 33-year history, it added.

The lead TV commercial - a 60-second film focused on how human interaction remains constant while technologies evolve over time - was produced by Ridley Scott Associates.

“We believe there are very good reasons to be optimistic about the future as emerging innovations in science and technology begin to have a profoundly positive impact on society,” said Vodafone’s chief commercial and operations officer Serpil Timuray.

“Vodafone has a long and proud history of bringing new technologies to hundreds of millions of people worldwide, enhancing quality of life and transforming the workplace.

“Our new brand positioning is intended to embody Vodafone's mission and purpose to help our customers and communities adapt and prosper as these remarkable new trends reshape the world.”