Liquid Brand Design Telekom

Description

With Liquid Brand Design, Telekom is taking the next big step in the consistent advancement of the brand. Flexible, lively and future oriented, the concept enables a new level of creativity. The core elements such as the colour Magenta, the T logo and the enhanced typeface have been optimised and continue to form the visual constants in the new brand design. Flexibility unfolds through new creative scope, e.g. in terms of design language, colours and imagery. This allows Telekom to tell stories that are appropriate to the context, create differentiating brand experiences – and still remain unmistakable.

Statement of the jury

Since 2012, the colour Magenta has stood for an innovative Telekom. Since then, the brand has been consistently developed in its appearance and adapted to the media zeitgeist at a high formal and technical level time and again. In the next step of the brand evolution, Telekom has once again shown courage: Its new Liquid Brand Design – a system of fixed and flexible elements – allows almost limitless freedom to present the Telekom brand and optimally adapt it to virtually any context. And always differentiated and recognisable. A playful corporate design that raises the corporate colour Magenta to a new level in its media presentation and inspires creators and users alike.