Lambie-Nairn

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O2 Refresh

More flexibility. more creativity. more fun.

In 2001 we created the O2 brand and have been the brand guardians ever since. After over 10 years of the brand being strong and with growth into European markets and other sectors, we were tasked to review the O2 identity from a strategic point of view, move it forward and refresh it.

The way people live and work has changed since 2001 and O2 needed a more flexible brand – one that fits today’s digital, smartphone-mad world. We kept the logo but updated all key assets, from energising our bubbles and brightening the colour palette to making the graduation more flexible and smartening up the typography. We gave the imagery style an overhaul too, making photography and illustration more unexpected and vibrant.

People remain the beating heart of the brand. The refreshed guidelines were developed to give everyone using the O2 identity more flexibility, more creativity and more fun.

To ensure that the fresh look and feel is embraced by the company and applied consistently on all platforms, we also updated the brand induction and held internal workshops with all existing and new employees across the UK and European markets. Our brand optimisation programme continues with weekly brand clinics and forums to review all strategic and creative work.