The Client Brief
The Belgacom group is the Belgian Leader in telecommunication and has more than 17,000 employees. In a world of complexity and stiff competition, the brand needed to change. With a wide portfolio of customer brands (Belgacom, Proximus, Telindus, Belgacom TV, Skynet), there was a need to create simplicity from complexity, and to take advantage of potential synergies.
Branding and design solution
We helped the Belgacom group change, from a complex brand architecture to a simplified system communicating the convergence between Belgacom brands, and leading its brands through a strong concept of storytelling. Under this banner, we’ve revitalized the brands by simplifying their communication. Our work included brand strategy, brand guidelines, naming, context analysis, benchmarking, information structure, logotype re-branding, internal communication, identity implementation, agency follow-up, website creative direction, packaging and signage.
Belgacom Group logotype re-design
One logotype shape for all of the Belgacom Group brand has been designed in line with the new graphic guidelines
A new color code system
We have introduced order to the colour system by implementing a simplified tone of blue color code.
One typeface for all brands
Unification and simplification of communication was also created by using a single typeface for all brands. A set of rules were also designed to ensure consistency.
Graphics for promotion
We also designed a set of graphic models specially for promotional communication. For a punchy graphic statement.
A set of rules for layout
A flexible grid system was devised for all applications : from brochure to web, and from advertising to packaging, the grid system is the same to ensure simplicity of use and continuity of visual language.
Brand application
Billboard advertising
Brand application
Stationery
Brand application
Apparel
Brand application
Vehicles
Brand application
Signage for Telindus and promotional signage for Proximus.
Brand application
Website
Brand application
Website for Belgacom and Proximus
Brand application
Tv advertising signage
Brand application
Advertising guidelines
Brand application
Brochure guidelines
Brand application
Packaging design
