19.9.2011 Interbrand

Telstra unveils major brand evolution

In the biggest change to the Telstra brand since its transition from Telecom Australia in 1993, Telstra has unveiled a new colourful identity that captures the diversity of its products, services and customers.


The new brand identity reflects the changes that have been happening at Telstra over the past two years, as the company moves to focus on customer service, sales and marketing while continuing its great legacy of engineering excellence.


Telstra Chief Executive Officer, David Thodey, said the changes to Telstra’s visual identity were designed to create a stronger and more emotional connection with Telstra’s customers.


“The time is right for a new look and feel for Telstra,” Mr Thodey said. “We’ve been busy changing behind the scenes to better connect with our customers, and our new brand identity reflects this fresh approach.”


“Our changes are more than skin deep and come after the introduction of new customer service initiatives such as 24 hour sales and support and on Twitter, weekend appointments with technicians, free calls to Telstra help lines and the launch of simple pricing summaries so customers have the key information they need in plain English.


“Other customer service initiatives include a new customer service facility in Facebook and a new online community called CrowdSupport where customers help customers. Service improvements soon to be introduced include shaping on domestic mobile data usage to help consumers avoid unexpectedly high bills and a new simpler design to customer bills.”


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.


DDB Group’s specialist brand agency, Interbrand, worked with Telstra on the brand identity and along with DDB Sydney launched a new Telstra advertising campaign featuring the new look brand through TV and press last night.


Marty O’Halloran, Chief Executive Officer, DDB Group said: “Telstra is one of Australia’s biggest, most recognisable brands. Our challenge was to maintain that familiarity, while also encouraging customers to re-evaluate what Telstra is about.

“Aspects of people’s lives are not any one colour, so injecting the existing branding with a full colour wardrobe means that we can take the Telstra brand to customers in a recognisable, relevant and engaging way.”


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