Telstra Refreshes its Logo and Positioning - Life in Full Colour

19th September, 2011

Telstra has unveiled its new brand positioning which sees it its blue and orange logo move to multiple colours, along with a promise from the brand to speak to consumers in everyday language.

The ‘Life in Full Colour’ rebrand will be rolled out across all of its marketing material and will also include the launch of a newly branded website. The logo does not ditch all aspects of the original Telstra logo first registered by the company more than 18 years ago, based on a stylised antenna dish. The "It's how we connect" line also remains in the new positioning

The campaign was developed by DDB Group’s brand agency, Interbrand and is a move by Telstra to modify its approach to appeal to a younger market. “We now live in full colour because we know you do. It helps make us more relevant to you and our life,” explains Telstra in the official video.

According to a report in The Australian the revamp took nine months, with a team of 60 people and budget exceeding $3 million.

The Telstra logo will continue in its current shape, and will feature a new colour palette incorporating orange, green, turquoise, blue, purple and magenta. The new look will be used for all customer groups including consumer, business, enterprise and government.

It will be applied across thousands of applications from uniforms to service vehicles to packaging over the course of the coming months. Telstra has minimised the costs associated with rolling out the new brand identity by employing a gradual approach that aligns with scheduled cross-company programs of work.

For more information on the changes, or a look back at some of the Telstra spots over the years head to telstra.com/colour.

* Best Australian Brands 2009 valued the Telstra brand at $9.7 billion

Source: Mumbrella Desktop Magazine Campaign Brief