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Orange, T-Mobile create Magenta Telecom |
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1st April 2010 In an exclusive interview with Mobile Gazette, joint branding directors Jess Kidden and Jina Linaloundwa explained the reasoning behind the new name. JK: Sometimes the simplest ideas are the best! We've spent the past six months looking at different names and ideas, and ultimately this is the one we liked the most. MG: What drew you to the name Magenta? JL: Well, we had two very strong and recognisable brands. The shape and layout of the Orange logo is instantly recognisable to customers, as is the colour scheme that T-Mobile uses, which is Magenta. So we combined the two to come up with the new name and logo. MG: It's not the world's most exciting logo, is it? How long did it take to make. JK: Hahah.. looks can be deceptive. We worked with our outside consultants to come up with the visual identity. They found the ideal shape, a regular quadrilateral polygon and an exactly complimentary colour combination. JK: Ten million pounds. MG: That sounds like rather a lot. JL: Well, you have to understand that they had to choose the exact proportions of the regular quadrilateral polygon first. MG: You mean the square shape? JL: Yes. MG: Wouldn't that be sort of.. square? JL: Apparently so. JK: Don't forget the colour. They needed to pick the correct colour for the logo. MG: Was this before or after you called the company "Magenta"? JK: After. MG: I would have thought that the colour was obvious then. JL: Apparently so. MG: So, when are we going to see this new branding in the real world? JK: Very soon, we will start with in-store ads carrying the new "The Future Together" strapline that we have developed. Orange branding in the past has stressed the future, T-Mobile has stressed sharing and togetheress. So, this branding combines both of the philosophies while remaining forward looking. MG: And how must did that cost? JK: I'd sooner not say.
MG: Out of interest, which names did you reject? JK: There were some strange ones! T-Orange and O-Mobile were two early ideas that we dismissed.. JL: ..then there was one2one.. JK: ..yes, one2one. We almost went with that name because people still remember the ads from more than a decade ago. Unfortunately the one2one.com domain is now a porn site, so we thought that we'd give it a miss. JL: And Tomroabniglee. The consultants came up with that. MG: Tomro.. what? JL: Tomroabniglee. It's the words "Orange" and "T-Mobile" merged together. They also tried some anagrams and came up with "Garble Emotion", "Rebate Looming" and "Terminable Goo" which we didn't think would test well with consumers. MG: These consultants sound top notch. JK: No comment. MG: So where can we see the new branding? JL: Well, we've done a test fitting to one of our stores in Kensington which looks great.. you should go and have a look! There's also the web site at magentatelecom.com which is just a teaser really. We have some more TV and film ads coming out soon, and look out for a major sponsorship deal of a football team who have agreed to change their strips to the new colour. MG: Interesting. Well, thank you for your time and good luck! Image of Kensington store courtesy of Orange UK |
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