Telstra refreshes its logo and positioning: Life in full colour

Telstra has unveiled its new brand positioning which sees it its blue and orange logo move to multiple colours, along with a promise from the brand to speak to consumers in everyday language.

telstra_colour_logosThe new positioning launched with multiple pages in the Sunday newspapers telling readers “Welcome to life in full colour”. The telco has also uploaded a video to its YouTube account explaining its new positioning.

Telstra's original 1993 logo

The logo does not ditch all aspects of the original Telstra logo first registered by the company more than 18 years ago, based on a stylised antenna dish.  

The “It’s how we connect” line also remains in the new positioning.

Telstra has also uploaded a video asking consumers what their favourite colour is.

A further video using the multicoloured logos, which it describes as “experimental”, has also been uploaded by the telco. According to its description of Connections: “It is up to the viewer to decide what they see in it. It could be connections in cyberspace, it could be about the anticipation of connecting with someone special.”

The Weekend Australian reports that Interbrand, part of the the DDB group, is behind the project, with 60 staff working on it for several months with a budget of more than $3m.

telstra print ads

Today's print ads

The brand refresh project is the latest in its repositioning under chief marketing officer Mark Buckman, who joined earlier this year. In a posting on Telstra’s Facebook page this afternoon, he said: “The look and feel of how Telstra is represented is just one aspect of our brand that is undergoing transformation. We have implemented hundreds of improvements to our service to our customers over the last year.”


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