2015 was a watershed year for the Ukrainian market of telecommunication services: the 3G era began. The introduction of the modern mobile communication format required mobile operators to update their brands. The need for rebranding for the two companies was also driven by changing public sentiment. And the change of logo and name of another operator was the result of transformations in the ownership structure of the company.
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Branding and design of Vodafone store
Vodafone is the world’s largest mobile operator. Established as a subsidiary of Racal Electronics Plc in 1984. It has been operating as a separate company since 1991.
In 2001, Vodafone launched a program to bring its brand into foreign markets without additional investment. In doing so, the company provides partners with access to its products and services. In October 2015, this opportunity was used by MTS Ukraine.
Officially, the company’s management took such a step to obtain marketing advice and assistance in the implementation of 3G network. However, market analysts assume that the rebranding is primarily due to the need to level the operator’s connection with Russian business in the eyes of consumers.
Name and logo
The name Vodafone comes from the phrase “Voice Data Fone”, which literally translates to “voice data phone”. Although the correct spelling of the word “phone” is “phone”, but marketers decided to make the name less cumbersome while keeping the sound of the word.
The Vodafone logo has undergone a certain evolution
The history of the Vodafone logo
The brand symbol was an inverted comma, which opens direct speech in the text. In the font of the 1997 logo, the opening and closing commas in the letters “O” are visible. This design symbolizes communication, creating a clear link to the brand’s theme. However, this association is weaker for Ukrainian audiences because the Cyrillic alphabet uses quotation marks to indicate direct speech.
On the plus side, the red circle with the white middle can be considered similar to the start button of the technique. In this way, the brand symbol is perceived as a call to action.
Corporate identity
Two colors predominate in Vodafone’s logo, advertising and store design:
- Red. The most intense and energetic color that attracts attention well.
- White. A universal color that represents honesty, openness, well-being and openness to cooperation. Its use in the logo is also due to the execution of the inscription on a dark background. Also, calm white neutralizes the negative aspects of red: danger, prohibition and aggression.
The branding of Vodafone’s subsidiary mobile operators’ stores has a common concept applied in all countries where the company operates.
Branding of mobile operator Vodafone
The design is based on eight principles:
- Open frontage. Large windows allow passersby a good view of what’s going on in the store. This plays a positive role during promotions when there are many visitors in the outlet.
- Attention to everyone. At the entrance to the company store there is a consultant’s counter on the principle of a maitre d’ in expensive restaurants. An experienced technician learns about the customer’s needs and directs them to the service area, service area, or sales department. This reinforces the image of a company that cares about the consumer.
- The interior, thoughtfully designed. The interior space is organized in such a way that each department is clearly visible at any point in the store. This gives the consumer a sense of interior integrity and inner comfort.
- Unlimited test drive of the top 10 flagship gadgets. On the round red table are the most popular gadgets in the region, which the visitor can test without time limit. This drives sales and creates a friendly brand image, building consumer loyalty.
- Testing all smartphones and tablets. A continuation of the previous paragraph. On two rectangular tables are spread less popular gadgets that are able to interest the buyer with a low price.
- Comfortable service area. Closer to the customer. Behind this postulate is the principle of barrier-free service. Any visitor can approach a counselor sitting at a small table and solve their question. The absence of restrictive counters also creates a friendly brand image. This is also facilitated by the presence of a waiting area, where the consumer waits for the packaging of the purchased goods, and a children’s area, where a child can draw or play board games.
- Clear information boards and materials. In addition to full information about tariffs, goods and services, Vodafone stores also have a special “red phone”, on which the subscriber can get additional information or solve a question of interest with call center employees.
- A transformer store to make the customer feel comfortable anywhere. As mentioned above, the design of the company stores is unified. This is done so that the customer can find the desired product or get advice in any country where the operator works. This move is aimed not only at consumer convenience, but also at positioning Vodafone’s image as a successful international brand.
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The interior design of the store is dominated by white color. Such wall coloring is used in the design of modern art galleries and offices of IT companies. White color in Vodafone stores not only complements the modern design of the premises, but also creates a contrast for the main corporate color of the brand, as well as does not distract attention from the goods and information stands.
Red color is used moderately in the interior, mainly in the design of information stands as a background for the logo. Promotional price tags have a yellow background, which attracts attention against the background of white counters and price tags of the main assortment.
The use of wood in the manufacture of stands and staff tables creates a homely, cozy atmosphere.
Store personnel
One of the core principles of client service is careful staffing. Vodafone store hiring prioritizes a candidate’s optimism and communication skills.
It is also important that salespeople and consultants have the most distinctive appearance possible. Thus, there is an indirect emphasis on the fact that all people are different. This expands the target audience and improves the image of the company.
Vodafone store personnel
The store employee’s uniform is a t-shirt with the logo on the chest, jeans and sneakers. This simple style is aimed primarily at a youthful audience. And for members of the older generation, it conjures up associations with children and grandchildren who often help them sort out their gadgets.
To position Vodafone as a British brand, animators dressed in uniforms and hats of Buckingham Palace guards are invited to the opening of stores.
Integrated branding of Kyivstar store chain
Kyivstar was founded in 1994 (first name – Bridge). The first call was made in December 1997. Today the operator is leading in terms of such indicators as market share, customer loyalty index (NPS) and others.
Logo
Until 2015, the symbol of Kyivstar was a five-pointed star with lines inscribed in it. Directed to the right and upward, they symbolized the dynamics of development and aspiration for leadership. After the 2007 rebranding, the lines in the logo began to resemble a torch with predominantly positive symbolic meanings: light, freedom, knowledge, truth.
History of Kyivstar logo
The rebranding of the company was due to the introduction of 3G. The main changes were to the star’s design. It has turned into a mobile data download icon, which, according to Kyivstar marketing experts, should cause the user to associate it with 3G service.
The audience’s opinions on the new symbol were divided. Opponents of the logo consider the five-pointed star a more striking and memorable mark. In addition, the download icon can cause a negative association with slow internet. Some users also noticed the resemblance to the Walmart asterisk.
Similarity of Walmart and Kyivstar logos
However, if the American retailer’s beams narrow, pointing to the center, Kyivstar’s sticks look disjointed. Therefore, the attention of the person looking at the logo is scattered. To make the symbol more integral and expressive would help to unite the rays in the center or some sign to which the rays would point.
Those who sympathize with the updated logo, those who claim that the new star looks more modern and dynamic. Besides, under the conditions of transformation of public consciousness of Ukrainians, the association of the five-pointed star with the symbolism of the Soviet Union could not have the best effect on the brand image.
The design of the letter “Ї” in the spelling of the operator’s name was also a reaction to public sentiment.
If you need a logo that reflects your brand philosophy and will be positively received by your target audience, contact KOLORO branding agency.
Corporate identity
“Kyivstar, like Vodafone Ukraine, has a Russian owner, which is why it was on the list of boycotted brands after 2014. Obviously, this prompted the company’s marketers to use yellow color more actively in advertising, store design and uniforms of salesmen. Before the rebranding, the second most important color was white. Purple and lilac were also frequently used.
In Kyivstar branded stores the walls are painted white, information stands and signs are blue. Complementing the interior are light wood counters and yellow modern lampshades on the ceiling. The promotional offers on the price tags are also highlighted in yellow.
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The design of the stores was developed by German specialists taking into account the European experience. Open display of goods allows you not only to familiarize yourself with the technical characteristics of the goods, but also to evaluate the speed of 3G-internet. The main assortment is displayed on wooden shelves along the walls. In the center of the room are tables with the most popular models and novelties. The main emphasis of marketers is on affordable prices, not exceeding the cost of similar products in online stores.
Retail branding of Kyivstar stores
A separate stand is dedicated to the Internet TV service, which the company offers for users of home Internet from Kyivstar. In addition to mobile gadgets, the assortment of branded stores includes virtual reality glasses, quadrocopters and gyroboards, which are popular among young people.
Staff uniforms are blue t-shirts with a yellow collar.
Retail branding of Lifecell operator
In June 2015, Turkish company Turkcell bought out 44.96% of Euroasia Telecommunications Holding BV, which owned mobile operator Life. In early 2016, a rebranding was carried out, which resulted in the emergence of mobile operator Lifecell on the telecommunications services market.
Logo and corporate identity
The symbolic part of the logo and corporate colors were transferred from Turkcell brand.
Turkcell and Lifecell logos
The differences between the logos are in such details:
- the symbol part of Turkcell logo is made using 3D effect, while the Lifecell logo is mainly used in the classic two-dimensional form;
- Lifecell has retained the Life brand’s signature font;
- Lifecell’s blue die has a rounded shape on the left side and a more pronounced gradient – the transition from blue to cyan. Thus, the colors of the national flag of Ukraine are read in the symbol;
- the symbol part of the white Lifecell logo is mostly used with a blue border. This option also creates a national brand tie-in.
The brand’s corporate identity is defined by the combination of two colors:
- Blue. The most favorite color of most people, equally positively perceived by both male and female audiences. Often used in the corporate identity of tech and IT services brands. The color evokes trust, is associated with strength, freedom, confidence, loyalty, calmness. Blue can also evoke feelings of discouragement and boredom. A combination with yellow is used to neutralize this effect.
- Yellow. Associated with optimism, creativity, and energy. Yellow use in their corporate identity a brand that positions itself as a confident, dynamic company.
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Before the rebranding, the brand color of the mobile operator Life was red, like its competitor MTS and then Vodafone. Now the brand has taken on a more distinct personality. In particular, Lifecell’s yellow starter packs stand out at the counters of retail outlets, and external advertising and branded outlets are identified by audiences from afar.
Lifecell subscribers had the most questions about the yellow circle with misunderstood sticks. Turkcell subscribers are familiar with the history of their logo.
The signature character is a sort of hybrid of a rabbit and a snail. From the logo, you can see that the snail’s horns act as an antenna. During Turkcell’s latest rebranding, the logo was simplified. Now it depicts only the part of it that carries the main semantic load and association with mobile communication. However, Ukrainian consumers, who are not familiar with the original brand concept, did not understand the new symbol of the mobile operator.
Lack of information often breeds speculation. Among the most common versions of logo symbolism in the online community are:
- Two people are sledding down a mountain at night. There was also a theory that two thieves were sneaking into the basement on a full moon. Why thieves? Because at night (yellow is the month, blue is the evening color). Why the basement? In the direction of travel.
For those who saw in two curved sticks with a circle figures of people, the logo is subconsciously perceived negatively, because the direction of the symbol down – a symbol of regression.
- Cropped queen’s crown. This chess piece is associated with strength, speed, defense and invulnerability.
Lifecell logo and queen symbol
But in order for the symbol to fulfill its functions, it is either depicted in its entirety, or the most expressive part of it must be present (for example, the head of a horse, the wing of an eagle).
- Harlequin hat or Joker hat. The Joker is a very contradictory symbol, combining both good and evil.
Lifecell logo and Joker symbol
Also, this character represents random luck, which goes against the image of a stable company. Therefore, such association is not in favor of the brand.
- Snail horns. Part of the audience still considered this symbol in the logo, however, if Turkcell subscribers have long associated it with mobile communication, in the minds of Ukrainians the snail is endowed with such characteristics as slowness and slowness. Taking into account that the rebranding took place six months after the launch of 3G system in Ukraine, such parallels with low speed did not go in favor of Lifecell. And if a new operator with such a logo enters the market, it could have a bad effect on the dynamics of subscriber growth.
Even if you step away from analogies, the logo itself is not very successful. Circles at the ends of the lines block the dynamics of development, demonstrating the reversal downward, into the past.
The fact that the symbolism is not understood by the audience may be evidenced by the appearance of photo jabs.
An advertisement explaining the origin of the logo could clarify the concept of the logo to the audience. But obviously Lifecell marketers understood that even an incomprehensible logo will not lead to an outflow of customers, as the change of operator provides for the change of mobile number. Therefore, the main focus of the rebranding was on the introduction of 3G.
Store design
In terms of the use of corporate identity and brand symbols, Lifecell stores have made the most tangible changes compared to competitors.
As you can see from the photo, there is no mandatory requirement to use the brand logo near the main counter in the retail space design concept. At the same time, the stores share common interior elements:
- Light gray wallpaper with drawings of architectural objects;
- Black tile ceiling with light wood inlays;
- designer lamps in the brand’s signature colors;
- layout of goods in the center of the store, reminiscent of construction tables;
- decorating consultants’ tables in the form of a lamp protruding from the wall;
- stylish black checkout sign.
In general, the interior of branded stores resembles a hipster cafe. This concept is in line with the brand’s image as a modern, progressively developing company.
As already mentioned, in the mobile market, customer loyalty is determined by the duration of use of the operator’s services. After all, if the change of personal number does not cause special difficulties (it is enough to call your friends and inform them of the new number or just send a message), then the change of work contacts can deprive the manager or entrepreneur of many potential customers. For example, those who go to him by recommendation. Therefore, even a not quite successful rebranding is not able to tangibly reduce the number of subscribers.
In other business areas, brand plays a significant role in customer acquisition and retention. This is especially true in highly competitive markets where prices and service quality are roughly equal. In this case, the appearance of a new bright and memorable brand can lead to a noticeable redistribution of customer flows.
Specialists of KOLORO branding agency have extensive experience in developing and promoting quality trademarks. Based on professional market research, we will develop an effective marketing strategy to promote your business. If you are not satisfied with the dynamics of sales growth and want to get ahead of the competition, we will rebrand your company or product packaging .
