Lambie-Nairn

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Blau

We love simple

We were commissioned to develop a new positioning and fresh identity for Blau, a brand of Telefónica Germany.

In the highly competitive telecommunications industry, brands often forget the value of clarity and simplicity. We developed a new positioning that cuts through the noise of countless options and confusing extras. Blau focuses on the right and important things of good telecommunication. No more and no less.

Building on this core idea, we developed the brand strategy and brand identity together with a unique tone of voice, a bold new logo and a fresh and distinctive identity for all touchpoints. The communication is clear and concise but at the same time witty and with a human touch.

We created a “highlighter” device to underline the essential part of each message. In addition, custom illustrations were developed to avoid the cliché “ideal world” photographs of the telecommunications industry. The illustration style alludes to the new positioning. It is reductive and uses only a few and bold colours, but at the same time conveys content in a charming, unconventional and emotional way.

The new identity works both static and animated to deliver a dynamic brand presence across all platforms.

“We collaborated closely with Lambie-Nairn to develop the positioning and identity for Blau. Working with the team was a real pleasure. Lambie-Nairn demonstrated excellent creative and strategic expertise. The result is distinctive, iconic and has a high recognition value. For me, this project is one of the most important cornerstones for the future development of Blau” comments Veronika Montgomery, Senior Branding Manager at Telefónica.

To ensure that the fresh look and feel is embraced by the company and applied consistently on all touchpoints, we also developed brand guidelines and continue to support Telefónica with internal induction workshops for all stakeholders such as employees and agencies.