Movistar Design & Branding MOVISTAR BRAND IDENTITY by Interbrand Group

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Industry Telecommunications Services
Media Design & Branding
Market Spain
Agency Interbrand Group
Designer Paul Marshall
Released May 2010

Credits & Description

Category: Consumer Services
Advertiser: MOVISTAR
Date of First Appearance: May 24 2010
Managing Director Madrid: Gonzalo Brujó (Interbrand)
Innovation & Verbal Identity Director: Jorge Camman (Interbrand)
Group Chief Strategy Officer: Leslie Butterfield (Interbrand)
Marketing & New Business Manager: Ismael Merlo (Interbrand)
Strategy Analyst: Maria Lara (Interbrand)
Strategy Analyst: Bosco Torres (Interbrand)
Executive Director/Project & Resources Management: Nancy Villanueva (Interbrand)
Strategy and Verbal Identity Analyst: Eduardo Iñiguez (Interbrand)
Marketing & New Business: Jimena Ruiz (Interbrand)
Executive Creative Director Madrid: Borja Borrero (Interbrand)
Design Manager: Chema Leon (Interbrand)
Designer: Paul Marshall (Interbrand)
Production Manager: Coro Iglesias (Interbrand)
Media placement: None - None - None

Describe the brief from the client
Our client was faced with important strategic challenges that led to a variety of changes in its brand identity, brand architecture, and brand design. Movistar was set to become the fully commercial brand, and Telefónica the institutional brand. A number of issues arose as we worked on the new brand architecture, sponsorship and co-branding, visual identity, and strategic marketing. We had to align all brand elements with the new Movistar strategy which was moving from a young, mobile brand, to a global telecommunications brand that embraced a larger target market including students, families, the elderly, small businesses, and global companies.

Describe the challenges and key objectives
The key challenge was to shift the entire commercial power over to the Movistar brand, transforming it from a mobile brand, to a global telecommunications brand. From this, other key objectives and challenges were derived; the implementation of a new marketing and communications strategy, a refurbished brand identity, as well as launching a global brand both internally and worldwide. These objectives were all tackled by using the full range of products and services of our firm, from strategic and financial planning, to graphic design and verbal tone and manner, as well as the global force of our network.

Describe how you arrived at the final design
We stylised the iconic Movistar “M”, and modernised the wordmark to align with the new brand values: simple, honest, and inspiring.

The most important design element is the “Movistar Sky” visual that creates a new universe where every message is supported by the “Sky”. We created a set of typefaces, communications plan, and identity system.

The “Sky” visual is the metaphor for Movistar’s new personality - everything is possible and everybody belongs. No matter where you live, this inspirational space connects us, enabled by technology. The new claim for Movistar: “Life is more when you share it”.

Give some indication of how successful the outcome was in the market
In 2010, the new brand was successfully rolled out to over 2,000 stores in Spain and is gradually being rolled out in 12 Latin American countries, already starting with Colombia, Peru, and Argentina. The brand awareness increased to 98% and Movistar increased its market share from 24% to 35% in just a year. More importantly, the “Movistar Sky” has been extremely well received by consumers (and successfully tested). Visually, it has a soothing effect on the mind, and consumers enjoy the feeling of sharing life experiences and the fact that technology made this easy and accessible for them.