Telkom Kenya Rebrand With New Logo and Identity
When Telkom Kenya announced a rebrand from Orange Kenya in June 2017, there was a lot of anticipation. The new company rebrand isn’t simply a new logo, it involved a strategic overhaul that can completely transform the public perception.
Change can be surprising and divisive — especially if it’s a brand you already know and love. Probably most customers asked, how will the new logo look like? What about the typography? And how will the colour palette tie in with everything else? It’s all very exciting.
Telkom Kenya journey to retain “Orange Kenya” branding before the unveiling of the new identity it was a matter of time.
With the period rebranding from Orange and an investment of Sh 5 billion on the network service upgrade, Telkom Kenya got an increase in its customer share by a million people in six months.
Telkom rebranding and improved internet service made the brand to appeal to its customers, considering the huge category of its target buyer persona use social media that require internet connectivity.
According to Telkom Kenya CEO, Aldo Mareuse, the important shift in Telkom’s strategic rebrand was informed in response to a need of reaching out to varied customer segments with the right products and solutions, reflecting current market dynamics.
Aldo Mareuse adds that the company had not reached its potential and was lagging behind its peers — they have transformed the company from changing their company culture, network expansion, the launch of customer-centric products and innovation.
Brief History of Telkom Kenya
Established in April 1999, Telkom Kenya was among the top telecommunications operator in Kenya.
The company aim at connecting people who keep Kenya on the move. Telkom Kenya has provided this by an integrated telecommunications solutions to individuals, Small and Medium-sized Enterprises (SMEs), Government and large corporates in Kenya.
Over the years, Telkom Kenya has grown with the major improvement on the vast fibre optic infrastructure, and also in providing wholesale carrier-to-carrier traffic within the country and the region.
Telkom has built a strong, consumer-centric ethos that is they are committed to providing innovative, accessible and simple communications solutions that are convenient for customers communication needs.
Telkom Kenya Logo
Telkom’s branding came with a new logo that is intended to portray the brand and feel that was reflected in all of Telkom’s shops and offices.
As the new tagline describes succinctly the direction that Telkom is taking — Moving With You — the choice of typeface also illustrate the message of movement with it being slanted.
Telkom also introduced new visual elements in their rebrand that are the arrow on “K” that is symmetrical with the two arrows above it that are flipped horizontally. The concept is in the direction of moving together.
As the design is all about user-centred, understanding people and how they respond to design. This has been a step in building customers experience and reputation of world famous brand.
In getting consumers to identify the brand, Telkom Kenya adopted a multi-pronged marketing approach.
So, this involved engaging with consumers from personal interactions, to public market visits, to shopping centres, schools, and colleges. The reaction from the target audience was a success.
This was considered as a springboard to building the brand audience through merge design and the predictable human behaviour.
In choosing the colour for a brand, it is important to note that it plays a crucial role in persuasion to purchase — Neil Patel.
Telkom Kenya rebranding its colours from orange and white to turquoise (blue) and yellow made it appealing to a large target group.
According to the psychology of colour, yellow means optimistic and it is considered to be such a rapid moving colour.
As yellow is the most noticeable of all colour by the human eye, often it is used to grab the attention.
In addition, turquoise is associated with calmness and growth. Turquoise also has the energy that yellow transmits, becoming an appealing colour in branding.
Turquoise also is also linked with trustworthy, creating a sense of security to consumers seeking reliable services.
Branding is not limited to having a logo in a consistent manner and the right colour swatch. It’s about ensuring that the brand message is in of all communications material.
The rebrand also came with the redesign of Telkom Kenya website and mobile app with improved user-interactive and design experience. All this was to provide a coherent experience of the brand.
It is important to understand the target audience in order to provide a rebrand that suits them.
As Telkom Kenya wanted to be identified as a local product by its consumers, their branding strategy was in seeks to offer value to Kenyan consumers, rather than being viewed as a new brand competing for the market.
Did you notice any rebranding elements that we missed on the New Telkom Kenya Rebrand, Drop it in the comment section below? Let us also know of your thoughts on the rebrand.