In a crowded telco market dominated by tactical and promotional messaging, brand attribution and recall have become increasingly important for brands like 3 Danmark. In other words, how to stand out and be remembered?
That’s why, with the help of London-based global brand guardians WHAM, 3 has recently carried out a project to optimize its corporate visual identity (CVI), introducing a suite of more distinctive brand assets and dynamic visual elements – including typography and logo usage.
The new CVI, now visible across key elements in retail stores and the brand’s summer campaign, leverages 3’s trademark dog, perhaps the brand’s most distinctive IP. The new look and feel is further enhanced by supersized logo and typography crops, and a bolder and simpler use of colour – the same creative approach that has helped other CKHH telco brands strengthen their visual identities, across the network.
The overall approach has also been designed for versatility – as easily applied to offer-led communications as it is to campaigns and brand activations.
As the renewed CVI continues to roll out, the next part of the project is creation of the new 3 Danmark design style guide, which is currently in progress.
Feedback internally and from the brand’s hardware partners has been extremely positive, with the team now waiting for the first reports on brand awareness and ad recall.
