Cell C logo evolution: The old, left is far better than their new logoA brand is a reflection of its consumer. It is therefore important for a brand to be relevant, appealing and inspiring and this often means that a brand must reinvent itself to say relevant. This often results in re-branding an exercise that could prove deadly if not done correctly.
The latest brand who has felt the need to re-brand itself is Cell C. The jury is still out whether it was a successful move. For me, the re-branding from a design point is a fail. The new logo has a strong resemblance to the copyright symbol.
According to the official press release "The new brand identity also consists of a six-colour bar, which represents the colours of the South African flag as a symbol that company cares about South Africa only and intends to cater to all customers and not just those within specific LSMs." This is a wonderful example of PR verbal diarrhea.
The pay-off line has also been changed from 'c for yourself' to 'the power in your hands'. A bit perverse don't you think?
What Cell C got right was the appointment of Trevor Noah as the face of the brand. Noah is the 'It Man' at the moment and this will do well for Cell C's image - Mart
For more about the re-branding click here
Personally I think the Logo is terrible and the ad campaign even more so - I had a chance to work on some of these said adverts while freelancing for Ogilvy and it literally made my skin crawl... It has a 'duracell' feel for me and agreed, the new pay-off line is perverse!! Not sure Trevor Noah could even save this one - the proof wont be in Cell C's re brand but whether or not they really can deliver on all their previously failed promises! Good luck to them... Debs
ReplyDeleteDebs have you seen how the new Cell C logo looks like ASA?
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